We have been reading articles all semester on Advertising and Society class. I think this one in particular relates to discussions about social media and the issue of advertising in the future on social media sites:
I never would have thought of different countries as having masculine and feminine cultures pertaining to advertisements. I know there societies that identify as more patriarchal and some that identify as more matriarchal, but Marieke de Mooij talks about feminine and masculine cultures as defining advertising in her article “Culture and Communication”. Masculine cultures, such as the Unites States and the UK tend to have presenters that have big personalities or are celebrities in their advertisements. Commercials are more in your face and aggressive than in feminine cultures. Scandinavia and the Netherlands, which are feminine cultures, have the personalities of their presenters downplayed. The presenters are more of an accessory for the product while in the US and UK the product is an accessory for the celebrity.
De Mooij also outline the four elements of advertising that vary from one culture to the next:
Appeal: the motives and values Communication Style: the explicit, implicit, direct, and indirect Basic advertising form: a testimonial, a drama, or entertainment Execution: how the people of that culture are addressed
All four characteristics are very self-explanatory but also supply insight on how advertisers can make the move and have been moving their advertisements to online communities.
Emotions also play a major role in advertising. Depending on the emotional stimuli, the desired emotional response can be attained and the selling of more products can be accomplished. Interestingly, US advertisers tend to have emotions included in the argument while European countries emphasize the emotional bond between the consumer and the brand.
The reason I have outline de Mooij’s argument from her article above is because I think it can be related to social networking and the future of advertising on social media sites. De Mooij even mentions social networking in her chapter on Culture and the Media but it is a very modest description. Very little credit was given to the potential of advertising on social media in her argument. I attribute this to the fact that the article was written three years ago and I am sure it was hard to imagine that social media would expand so exponentially and become a key factor in today’s culture. With such a great diversity of cultures and demographics online using social media, advertisements can be tailored to appeal to individual interests and cultures to make advertising more effective and direct. Social media makes it so easy to reach massive amounts of people who are already in the mind frame and emotional state of roaming the internet, looking for entertainment. Different countries use social media in unique ways and this can have their advertisements reflect this. Feminine and masculine cultures can use the same methods they would normally use on TV or print ads and apply it to the online sphere.
I think the future of social media is right alongside the future of advertising. They will go hand in hand. Advertisements incorportae social media and social media pushes users to advertisements and products. Consumerism and social media are now dependent on one another and I do not see how that will change anytime soon.
Culture and Communication; Culture and the Media – de Mooij, M. (2010): Global Marketing and Advertising — Understanding Cultural Paradoxes, Sage, Thousand Oaks. (pp 163-215)