1. bookVolume 4 (2018): Issue 1 (June 2018)
Journal Details
License
Format
Journal
eISSN
2450-7563
First Published
16 Apr 2015
Publication timeframe
2 times per year
Languages
English
access type Open Access

Cultural Taboo in Advertising. Differences in the Transmissions of Audiovisual Advertising in American and Hindu Market

Published Online: 19 Jul 2018
Volume & Issue: Volume 4 (2018) - Issue 1 (June 2018)
Page range: 88 - 100
Journal Details
License
Format
Journal
eISSN
2450-7563
First Published
16 Apr 2015
Publication timeframe
2 times per year
Languages
English
Abstract

The aim of this article is to examine differences between the transmissions of advertising content in the low and high context culture where the content contains subjects that are widely recognized as taboo. In order to do this, the analysis of audiovisual advertisements broadcast in the USA and India was used. These adverts introduce the problem of gender discrimination (particularly important in Hindu society) and different approach to gender stereotypes in both cultures (in American culture this subject is not suppressed). There are contrasting ways of presenting these difficult subjects in American and Hindu cultures. The things that are taboo in one culture become a stereotype in the other. And so, the question arises: do the cultural differences determining transmission of advertising content in the countries with cultural taboo of a product on sale still exist?

Keywords

AFEK J. (2013), Kulturowe i językowe uwarunkowania chińskich przesądów i tabu, Poznań, UAM.Search in Google Scholar

ALWAYS.COM (2017) [online: April 7, 2018], https://always.com/en-us/about-us/likeagirl-how-it-all-started;Search in Google Scholar

BBDO India (2015) [online: April 7, 2018], http://www.bbdoindia.com/#!&pageid=0&itemid=37;Search in Google Scholar

BBDO India (2016) [online: April 7, 2018], http://www.bbdoindia.com/#!&pageid=0&subsection=3&itemid=49;Search in Google Scholar

BIENIAS M. (2016), Reklama w Indiach nadrabia zaległości [online: April 7, 2018], https://marketingprzykawie.Search in Google Scholar

pl/artykuly/reklama-w-indiach-nadrabia-zaleglosci/;Search in Google Scholar

BOSKI P. (2009), Kulturowe ramy zachowań społecznych. Podręcznik psychologii międzykulturowej, Warszawa.Search in Google Scholar

BRALCZYK J. (2004), Język na sprzedaż, Gdańsk, Gdańskie Wydawnictwo Psychologiczne.Search in Google Scholar

BRETT J. M. (2009), Negotiating globally, San Francisco.Search in Google Scholar

Cause Marketing (2016), P&G ‘Thank You, Mom’ Campaign Ad: “Strong” (Rio 2016 Olympics) [online: April 5, 2018], https://www.youtube.com/watch?v=rdQrwBVRzEg;Search in Google Scholar

CISMAS S. C. (2010), The impact of American culture on other cultures: Language and cultural identity, AIKED’10 Proceedings of the 9th WSEAS international conference on Artificial intelligence, knowledge engineeringSearch in Google Scholar

and data bases.Search in Google Scholar

CivitasAssocation (2014), Stereotypes in Commercials: Household Goods: [online: April 5, 2018], https://www.Search in Google Scholar

youtube.com/watch?v=Ake1x_qP5AU;Search in Google Scholar

COHEN R. (1997), Negotiating Across Cultures: International Communication in an Interdependent World, Washington D. C., United States Institute of Peace Press.Search in Google Scholar

DĄBROWSKA, A. (2008), Zmiany obszarów podlegających tabu we współczesnej kulturze, „Język a kultura”Search in Google Scholar

tom 20, Wrocław.Search in Google Scholar

DUDA A. (2005), Reklama w teorii kultury - przegląd wybranych stanowisk, „Kultura i Edukacja”, nr 1.Search in Google Scholar

FERSHTMAN CH., GNEEZY U., HOFFMAN M. (2011), Taboos and Identity: Considering the Unthinkable,”10.1257/mic.3.2.139Search in Google Scholar

American Economic Journal: Microeconomics 3”.Search in Google Scholar

FISKE A. P,TETLOCK P. E., (1997), Taboo Trade-offs: Reactions to Transactions that Transgress the Spheres of10.1111/0162-895X.00058Search in Google Scholar

Justice, “Political Psychology”, 18(2).Search in Google Scholar

Guarian Fashion (2011), Benetton’s most controversial adverts [online: May 6, 2018], https://www.theguardian.Search in Google Scholar

com/fashion/gallery/2011/nov/17/benettons-most-controversial-adverts;Search in Google Scholar

HALL E. T. & HALL M. R. (1987), Understanding Cultural Differences, New York.Search in Google Scholar

LEŚNIAK-MOCZUK K. (2015), Kobieto, kim jesteś we współczesnym świecie?, „Nierówności Społeczne a Wzrost10.15584/nsawg.2015.3.5Search in Google Scholar

Gospodarczy”, nr 43.Search in Google Scholar

MACH Z. (2002), Tabu, [in:] Encyklopedia socjologii, tom 4, Warszawa, Oficyna Naukowa.Search in Google Scholar

NISHIMURA S., NEVGI A. SEPPO TELLA S. (2008), Communication Style and Cultural Features in High/LowSearch in Google Scholar

Context Communication Cultures: A Case Study of Finland, Japan and India. Proceddings of a subject-didacticSearch in Google Scholar

symposium in Helsinki on Feb 2, part 2, Research Report 2009.Search in Google Scholar

PANASIUK I. (2009), Kulturowe aspekty tabu (na przykładzie tłumaczeń tekstów literackich rosyjskiego post- modernizmu), [in:]Dąbrowska A. (ed.), Język a kultura 21: Tabu w języku i kulturze, Warszawa.Search in Google Scholar

Procter & Gamble (2017), Love Over Bias [online: April 5, 2018], https://www.youtube.com/watch?v=JSWyr-Search in Google Scholar

R4gXkw;Search in Google Scholar

Procter & Gamble (2017a), 2017 Citizenship Report Released [online: April 5, 2018, ]https://us.pg.com/who-weare/Search in Google Scholar

citizenship/2017-citizenship-report;Search in Google Scholar

Procter & Gamble(2017b), 2017 Citizenship Report. EXECUTIVE SUMMARY [online: April 5, 2018]www.pg.com/Search in Google Scholar

citizenship; Rothermund D. (2010), Indie. Nowa azjatycka potęga, Warszawa.Search in Google Scholar

RUSSEL T., LANE R. (2000), Reklama według Ottona Kleppnera, Warszawa, Felberg SJA.Search in Google Scholar

SALLEH M. L. (2005), High/Low Context Communication: The Malaysian Malay Style, Association for BusinessSearch in Google Scholar

Communication Annual Convention.Search in Google Scholar

SZTOMPKA P. (2012), Socjologia. Analizaspołeczeństwa, Kraków, Znak.Victor D. A. (1992), International BusinessSearch in Google Scholar

Communication, New York, N. Y.: HarperCollins.Search in Google Scholar

WASILEWSKI J. S. (2010), Tabu, Warszawa, Wydawnictwo Uniwersytetu Warszawskiego.Search in Google Scholar

WEIDER D. L., PRATT, S. (1990), On Being a Recognizable Indian Among Indians, in: D. Carbaugh (Ed.), CulturalSearch in Google Scholar

Communication and Intercultural Contact, New York.Search in Google Scholar

WishperIndia (2014) [online: April 5, 2018], https://www.youtube.com/watch?v=5s8SD83ILJY;Search in Google Scholar

ZIĘBA A., (2008), Język a kultura. Komunikacja werbalna w wybranych polskich, brytyjskich i amerykańskich10.14746/il.2008.16.19Search in Google Scholar

programach telewizyjnych, „InvestigationesLinguisticae”, Vol. XVI, Poznań.Search in Google Scholar

Recommended articles from Trend MD

Plan your remote conference with Sciendo