Cross Cultural Advertising Analysis: Australia and India

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Cross cultural Advertising Analysis

AUSTRALIA AND INDIA 1
Cross-cultural advertisement means something more than translation. The factors, which are
considered in cross-cultural advertisement analysis, are style, numbers, language, and
symbols. The research on cross culture advertisement analysis is a relatively new field, which
focus more on trends and development of last decades in commercial and economic activities
(Okazaki and Mueller, 2014). The main issues which has been identified through
international advertising and marketing is that, customers from different countries is become
more alike or the difference will remain stable or difference level has grown more. To do
comparison in this essay the four products is been selected, two from India and two from
Australia. The category of product is been selected is shampoo and to analyse the cross-
culture advertisement hofstede’s cultural dimension theory is been discussed.
For cross-cultural advertising analysis, the product is selected form the BRIC country Indian
and the product that has been selected is two shampoo brands Sunsilk and Dove. Both
shampoo brands are high in demand among consumers. The advertisement of both shampoo
brands are shown on television. The commercial of sunsilk focus on strengthen the hairs from
roots and the commercial of Dove focus more on the smoothening and dandruff removal.
Both the advertisement that is shown on television is considered to be more creative rather
than conventional brand communication. The story line of sunsilk commercial is based on the
relationship or understanding between mother and daughter. The sunsilk has tried to show
how the strong hair can build a good relation among mother daughter. In particular
commercial few girls are making fun of the girls hair and because of that the confidence of
girls goes low, when girl reaches home mother ask here reason behind her sadness and as a
solution of problem mother handover a bottle of sunsilk shampoo to her daughter. After using
the shampoo, the hair become strong and the bond of mother and daughter become stronger.
In this particular, add the writer focus on creative part the bond of mother daughter rather
than just focusing on product. The second commercial focus on the try and purchase model,

AUSTRALIA AND INDIA 2
in this advertisement the company offers 7 days challenge to girls to use dove on shampoo
and if they find any difference then start using shampoo. The commercial is about comparing
two product and chose better among them.
(Source: Sunsilk India, 2017)
(Source: Dove Bar India, 2016)
Geert Hofstede has developed a hofstede’s cultural dimension theory, theory consist of
framework for cross- cultural communication. Theory describes the effects of a society
culture on value of its habitants. To analyse the cultural specificity display in the
advertisement the two dimensions of Hofstede’s cultural dimensions is been selected (Cutler,
Javalgi and Krishna Erramilli, 2012). The two dimensions are Masculinity and uncertainly