First off, let’s note that cross-cultural and multi-cultural advertising are not the same. Multi-cultural advertisements are created with a specific ethnic group(s) in mind where cross-cultural advertising is created in order to reach many different cultures simultaneously. Although it may seem straight forward, multi-cultural advertising is a little easier to achieve than the broader spectrum audience of many cultures. Specific ads that may do well in one country may not always do well in another and in countries that are melting pots, such as the U.S., you want to make sure your message gets across the way you intend. Thus, cross-cultural advertising brings with it certain challenges. That being said, cross-cultural advertising has never been more important in today’s global society. Different cultures are more accessible in every part of the world with technology and transportation. It’s imperative that agencies adopt a cross-cultural approach to their advertising strategies. It’s not straight forward but the work will be worth it! Here are some things to consider when creating cross-cultural advertisements.
1. Know your market. Do some research on different cultures that are within the target audience(s). There are so many sub cultures within a country, such as rural areas, southern towns, west coast culture versus east coast culture, etc. You get the idea. Therefore, it’s important to research each and know what strategies to take for your advertisement campaigns to tailor to all and not just one. Make sure to look into what cultures may consider taboo as well.
2. Understand cultural norms within that market. Cultural norms are important when designing your advertising campaign. Avoiding missteps here can save you a lot of headache later. More research here is required. Think about whether a certain culture is more conservative than another. Thai culture believes that the head is a sacred space and that you patting someone on the head is disrespectful. It’s understanding these subtle cultural nuances that will keep your head above water for your cross-cultural advertising campaigns.
3. Consider language. Sometimes particular words do not translate across cultures. There may not be a translation for a word. Also, avoiding particular jargon or slang may be necessary to advertise cross-culturally. For example, hella is a word used in the northern part of California and other parts of the country may have no clue what this word is meant to be used for.
4. Know the values of your audience. Does the target culture(s) stress the importance of collectivism or individualism? Do they promote selflessness for the good of the whole or applaud having a strong personal identity?
5. Pay attention to visuals. Colors invoke specific reactions and have powerful effects. Each culture is different. Certain colors can have meaning in one and a completely different in another. The same can be said for numbers and superstitious objects, such as black cats. In America, black cats and the number 13 are considered unlucky whereas in other cultures they are thought to be signs of good fortune.
There is an art to taking multiple cultures and connecting them together by commonalities. Brands that have great advertising in essence should already have good cross-cultural advertising strategies. However, they will need to branch out to untapped cultures in order to grow if they haven’t already. A brand will need to make sure to stick to their instilled brand culture and find commonalities with the cultures they wish to branch out to. This will ensure that they remain authentic to themselves and their original mission. They will also come off as being “real” to their new cultural audience. Innovative brands should have no problem with this since they are used to being at the intersection of multiple cultures at once. In short, for cross-cultural advertising, research will be required, time will be required and cultural preconceptions may change as a result. Expanding and learning about new cultures will help you understand the world overall much better, reduce stereotypes, enhance communication skills effectively and prevent ethnic/racial divisions.
