Advertising in Different Cultures- Kompass can help

Picking the right advertising can be hard and it is even harder when you are trying to appeal to different countries and cultures. The way a company advertises in America is not the same they would advertise in China or Germany or France or Brazil. This is due to the fact that different countries have different norms, languages and advertising expectations. An advertisement that works well in America may translate as offensive or silly in France. But don’t worry, Kompass got you covered!

What is Culture:

Culture has a huge impact on our day to day lives and it varies dramatically from country to country. Culture affects our beliefs, values, attitudes, our views on the world around us and what we believe is acceptable and not acceptable. We learn culture from what we see around us, our family and friends and history.

Important Differences:

Individualism vs. Collectivism: Some countries such as the United States of America value individualism. This means people view individual needs as priorities so when you are advertising in countries that value individualism, you want to target and make a point of how your product or service benefits that individual person. Other countries such as China value collectivism. These countries what to see how your product and service benefits them as a group.

Humor: What may be considered funny in one country, may be offensive in another. You always want to pay attention to the level of humor that is accepted. Europe and the United States of America enjoy humor in advertising however some Asian countries find it offensive.

Colors: Different colors represent different things in different countries. For example, blue is considered a safe color in Europe and America. People in these countries see blue and think calm, soothing and trustworthy. In Mexico, however, blue represent mourning. A company doesn’t want to make mistake of using the wrong color in their advertising.

Culture impacts the way a company advertises and markets in a specific region. You always want to be sensitive to a region’s culture. Culture is more than just language. It is the way people relate and understand. It is easy to make cultural mistakes when advertising in a new place but Kompass has you covered. Kompass offers more than 24 languages and in more than 60 countries. Our experts are happy to advise you on what to do and what not to do when entering a new market. Our local branches are able to gather specific cultural differences between regions and are there to help you have a smooth transition! Our large international network is what enables us to provide unique services to our customers. CALL US TODAY: 609-785-5986