Let's talk about cross-culture on the way to the consumer’s heart. To find a competent approach in the foreign market, one should take into account all the nuances of the consumer mentality, which determines advertising preferences. Let’s take for example an American family. The essence of the character of an average American is faith in The American Dream, and the ensuing struggle for a place under the sun. An American wants all the best with the biggest discounts, he is confident in his own superiority and is not ready to listen to the "experts." In Japanese culture, a man must overcome obstacles while remaining within the strict framework of socially approved behavior. Fortitude of the samurai, unconditional victory of the spirit over the body – are declared important values. A Japanese consumer, unlike an American one, does not accept categorical statements, and the price is measured by quality. He is not looking for huge discounts. At the same time, American and Japanese advertisements are essentially similar. Even, we may say, Japanese, sometimes cause more shock and bewilderment (from the point of my view, Russian one, but about Russians we’ll speak tomorrow). The point here is that with any nation, in order to find a way to the heart of the consumer, it is necessary to understand not so much the mentality as the modern popular culture of his country. This is also a topic for a separate post. Therefore, I propose to take the theme of "the path to the consumer" for the coming week and analyze it in detail.
The Russian consumer spends the main efforts on creating a family and a “strong rear”. He is sensitive to sovereignty, power, and, of course, beauty. No wonder the whole world sees the Russian "cult of power." Success and power are traditionally associated with a certain level of material well-being. “If you are so intelligent, why are you so poor” in Europe, for example, it would sound like savagery.
Moreover, Russian people are real Puritans. Society condemns everything that is intimate, very personal, not for nothing that above I mentioned the reaction to some Japanese videos. But everything is gradually changing. So, in due time, the long and persistent advertising of tampons became culturally significant, that is, it changed, pulled up, cultural norms of perception.
Cross-cultural analysis considers conformity with this particular cultural context, traditions, and perception of reality.
Let's see how the French love of provocation, glamor and savoir-vivre, the American dream (keep climbing), the German love of numbers and facts, the English approach to meaningful, and Russian ageism are easily reflected in airline advertisements .
Anastasia Antares, La Classe