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Collaborative Blogging: Ads and Cultural Changes

[This entry is part of a collaborative blogging exchange between students at National University of Singapore and Stanford University. The exchange is described in more detail here and here]

With our Swedish professor Mikael Schnürer, we discussed the origin of our sources, all connected in that they deal with the relationship between culture and advertising. For example, the shift in high fashion ads from sex appeal to historical/intellectual references, the glorification of violence in advertising for rap music, Chinese economic and cultural ties to the West, Korean cultural exports as tourist advertisements, and teen community service international tourism. Drawing on the research of sociologists such as John Urry (author of the pivotal work The Tourist Gaze), Tom Doctoroff (Chinese marketing researcher), Bakari Kitwana (prominent author on social justice), Keith Howard (scholar on Korean pop), and more, we talked about how advertising shapes culture by ostensibly reflecting the masses while actually articulating new demographics and self-perceptions. When prominent rap artists depict their lifestyles to glorify gun violence and misogyny, it influences the standard of acceptable behavior in some demographics. While Western branding is prevalent in China, the Chinese still retain their identity; for example, the KFC chains have incorporated Chinese menu options. Expensive teen travel programs craft new ideals for the modern youth by articulating a new paradigm for travel perceptions. High fashion marketing is beginning to break away from the stereotypical marketing tactics of sex appeal and body image and is beginning to use poignant cultural and historical instances to create new emotions in their consumers.
Michael Group.JPG
Shown here: Yu Xian Lim, Jannah Thomas, Sophie Theis, Ashley Chinn, Swedish Law Professor Mikael Schnürer, and Stephen Scheele

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Comments

Excellent synopsis in this collaborative post! You offer the most sophisticated writing that includes your secondary source theoretical foundations.

I'm impressed by the group's discovery of the way in which "advertising shapes culture by ostensibly reflecting the masses while actually articulating new demographics and self-perceptions." This insight will prove invaluable in writing your actual papers.

Great work weaving in your specific individual research topics in this compelling account of advertising in a global context. I can't wait to see the drafts now!

It was fascinating to discuss all of our topics with the Swedish professor. I am glad we had a chance to hear the perspective of another person from a different cultural back round than ours.

I was delighted by the Swedish Law professors. They were amiable and informative. They captivated my interest in foreign media as well. For example, I posed a question regarding media regulation in Sweden, in comparison to that of China. Although China is more conservative, Sweden also imposes regulation on the media. I was not aware of this. I assumed that most Western countries were liberal and democratic in mindset.

I was delighted by the Swedish Law professors. They were amiable and informative. They captivated my interest in foreign media as well. For example, I posed a question regarding media regulation in Sweden, in comparison to that of China. Although China is more conservative, Sweden also imposes regulation on the media. I was not aware of this. I assumed that most Western countries were liberal and democratic in mindset.

I think it was quite an amazing challenge to work together that day given the wide diversity of topics. for a moment it seemed like there was nothing in common, but...

The experience of working with Michael was valuable in that he helped create an atmosphere in which we could explore by 'thinking aloud' the course of our argument. Since we were all in a hypothetical stage of our projects, we benefitted from Michael as an expert sounding board with a professional perspective. I think we all were able to refine our arguments after this meeting.

I really enjoyed working witht the Swedish professors. It was very interesting hearing Michael's perspective on the advertisements that we were looking at and the different ways in which they would interpret the advertisements in Sweden. Sweden has rules and restrictions on what can be advertised and I thought that was really intereting to hear about too. Overall, I thought was was a great experience...very interesting.

I was delighted by the Swedish Law professors. They were amiable and informative. They captivated my interest in foreign media as well. For example, I posed a question regarding media regulation in Sweden, in comparison to that of China. Although China is more conservative, Sweden also imposes regulation on the media. I was not aware of this. I assumed that most Western countries were liberal and democratic in mindset.

Wow, what a great range of topics.

I'm especially interested to know how high fashion marketing are now moving away from sex appeal to cultural and historical instances. I think an example here is Louis Vuitton as they featured an ad using Gorbachev, one of the most prominent men in history because he arguably was a factor in bringing about the end of the Cold War! I was really struck when I saw that ad.

I think this is because advertisers know that consumers now want to associate themselves with ads that they think will allow them to be someone powerful and important (like Gorbachev!), and not simply just to look pretty.

Hi!
It was nice to talk to you the other day! I think your research topic is very intresting, how advertising can shape cultures. For advertising to be succesfull in some cases it is important to be awere of the cultural setting. That's why multinational corporations sometimes fail in their campaigns, because they are not awere of what norms are prevalent in a specific culture. I think it is also intresting to investigate how advertising can shape self perceptions and identity in a culture. Im looking forward to hearing the conclusions!

I found your topic very interesting and I am looking forward to read the final results of your research. I didn't thought before that advertising is so different around world. So good luck!!!!

Hi Janna,
In the Fundamental Law of Expression, the range of persons protected and allowed to express their opinions is in fact somewhat broader than those encompassed by the Freedom of the press Act since, for practical reasons, the Fundamental Law on the Freedom of Expression protects both the broadcasters and those expressing their views in a television program, or a record, or a CD-Rom production or whatever.
However, the constitutional regulation does not apply to all the material to be found in periodicals, television-shows or witchever kind of written matter or program that would otherwise be protected by the two laws. In case law, it was found very early that fraud committed through a journal,for instance, could be punished according to ordinary penal rules and certain limitations of the scope of the Fredoom of the Press Act are found in Chapter 1, Articles 9-10 of the Fundamental Law on the Freedom of Expression, concerning inter alia commercial advertisments for tobacco or alcohol or, what have been more controversial, any kind of child pornografy(chapter 1 Articles 12 and 13 of the Fundamental Law on the Freedom of Expression commersial advertisements in general may be prohibited in radio and television; thus, the state-owned channels do not broadcast such advertisment at all. Good luck with your important work!

Hi Sofhie,

It was a great to meet you all guys! The present Marketing Act in Sweden entered into force with essentially the same basic rules on unfair marketing as the former Act.The general provision in section 4 prohibits a businessman from continuing with unfair marketing activities and establishes a general requirement to follow good marketing practice.Violations of this Section are sanctioned by adminisrative fines. It is up to the undertaking to prove that its advertising is not misleading or unfair
in any respect.The "good marketing practice" can be found in the advertising rules of the ICC and decisions by the Market Court.The Act stresses the words " unfair marketing". This notion provides a basis for prohibiting different kinds of
marketing methods, including those that are unethical because they are over-obtrusive, agressive or exploit fear.To give necsessary guidance to the market, generally formulated provisions need to be supplemented in one way or another. A body of some 300 court decisions from the Market Court has developed over the years, the majority of witch concern misleading advertising. Good luck with the work you are conducting so fine!

Dear Yu Xian Jannah Sofie Ashley and Stephen and friends

We had a great time with you all guys take care !

This ain´t Hollywood, son
This brings us to the unspoken reason why many people go to law school- the secret longing
to be Tom Cruise in The Firm, Gregory Peck in To Kill a Mokingbird, Sam Waterston in Law and Order, or Jonnie Cochran in the O.J. Simpson case - uttering phrases like "if the glove dosent fit.." to a worldwide audience of millions, and bringing opposition to their knees with a brilliant legal cheakmate. Unfortunaly, this too is a romanticiced picture of the law. Most lawyers never make guest apperances on Larry King or get to parade secret, star witnesses into court to the gasps of the gallery ( Law School Confidential Robert H Miller)

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