COMPARISON OF TVC STRATEGY FOR THE COCA-COLA COMPANY IN HIGH CONTEXT & LOW CONTEXT CULTURES

Abstract

Comparative analysis of advertising betweenhigh-context and low-context countries may reveal specific similarities or differences in manifest cultural values, standards 2.8 Findings 37 3. Conclusion 37 4. Limitations 38 5. Future Scope 39 6. References 39 7. Annexure 7.1 Evaluator Questionnaire 7.2Context Score Scale 7.3Hard Sell vs Soft Sell Advertisements Appeals 7.4Advertisement Characteristics

S.NO. PARTICULARS PAGE NO. 1. HC vs LC Cultures 25 2. Domains of Observations 34 3. HC/LC Parameters & Advertisement Characteristics 35 4. List of Advertisements 36-37

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and stereotypes inaccordance with the values or differences between countries. Such information can be used toaddress the issue of cultural imperialism and how advertising reflects, strengthens and affects cultural value of target group. Cross-cultural understanding is imperative from the point of view of international marketing and companies in order to formulate effective localized advertising that reflects the cultural values and standards of its intended audience. This research examines cultural differences from the point of view of advertisers who create advertisements rather than from the point of view of consumers. It also studies the standardization policies of advertising agencies in all nations where advertisements are present and customized, taking into account the cultural differences between nations. The study highlights the need for localized solutions that make communication more efficient. In this report, the cultural values of mainly six countries have been specified in detail pertaining to localized advertising and different economic strata: USA, India, China, Switzerland, Germany and UAE (Saudi Arabia).