Midterm Exam

Complete these three essay questions.

Question 1: There are many ways of classifying culture, among them high vs. low context; time orientation, and relationship to nature. Please choose one of these and 1) define it, 2) explain how the United States is measured according to this classification, and 3) give at least one concrete example of how that value manifests itself in a US advertisement or public relations campaign. Do you think the classification system you chose would be useful for creating understanding of a different culture? Why or why not?

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Question 2: According to your text, the Hofstede value of uncertainty avoidance explains a considerable amount of the variability in the importance of “purity” as an advertising appeal. First, how might a marketer use that information to create a campaign for a line of frozen foods in a high uncertainty country like Brazil? Be specific about campaign elements that would convey your client’s message. Aside from language, how would you modify those campaign elements for the product’s introduction into a low uncertainty avoidance country, such as England?

Question 3: A couple of years ago, India laundry detergent Rin caused a minor scandal by running this direct comparative ad. The ad focused on rival Tide (https://www.youtube.com/watch?v=HAEb2UmA_w8) For help understanding what is going on in the ad, you may read this blog post (https://spicyip.com/2010/02/rin-v-tide-taking-indian-advertisement.html)
(Links to an external site.)
. While not necessarily illegal, comparative advertising is rarely used in India, and many commentators referred to the ad in terms of “war,” and “disrespect.” But ads like this run in the US all the time without comment. Knowing that India is a masculine, collectivistic, high power distance and relatively low uncertainty avoidance culture, why do you think the ad was so shocking there? Do you think this change in approach is an effect of globalization? Why or why not?

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