International advertising, Gleeden, Citroën C3, Pepsi, Perrier, ARPP Autorité de Régulation Professionnelle de la Publicité, private regulation, public regulation, advertising campaign, communication, ICC International Chamber of Commerce, ICC Code, culture, religion, Madonna, social advertising, social media, advertisement
According to Assael (1987), culture refers to the set of norms, beliefs and habits acquired in a social environment and which determine the patterns of behavior common to all individuals. It includes rituals, heroes, values, religion, language, history and education of a given human community.
All advertising must take into account these aspects, because each of them plays a particular and determining role in achieving the objective of the advertising.
[...] Language provides access to information and to the local population. Values allow us to know what is accepted or not in the community, Religion allows us to take into account the beliefs of the target communities. Education allows us to know the transmission of continuous sophistication and traditions to the new generation. Rituals take into account the beliefs of the communities. Culture plays a determining role and without taking it into account in the marketing strategy, advertising is likely to not respect the specificities of the target populations. [...]
[...] Gleeden.com Gleeden is a dating website specializing in adultery launched on December in France. This advertising campaign features religious cultural elements. The site name and logo "Gleeden.com" highlights the name "Eden" as this part of the name is in bold. The name "Eden" refers directly to pleasure, because "Eden" means "Delight" or "pleasure" in Hebrew. But it also refers to the Garden of Eden, which is a magnificent place, which according to the Jewish and Christian religions would have seen born, the first humans: Adam and Eve. [...]
[...] Conclusion We have therefore found that advertising is omnipresent in everyday life, to the point of annoying by its mere presence, and that new methods appear regularly. Worse still, while advertising does have an impact on the consumer, its messages are based on regressive stereotypes. And private and public regulation of the sector is not enough to prevent abuse by advertisers, nor to moderate emerging technologies. It is therefore up to the advertiser to adopt responsible practices in its advertising creation. Its image will be improved in the perception of the public. [...]
[...] This apple refers to the biblical scene in which Eve tastes the forbidden fruit (the apple) and gives in to temptation. This advertising campaign implies that it would be nice to taste the forbidden fruit: adultery. This campaign encourages infidelity by showing a bride in a wedding dress with her fingers crossed behind her back. One may think that the bride will not respect one of the marriage's commitments: fidelity. Finally, the role of women is found several times, which suggests that this campaign is more aimed at women. Indeed, the protagonist is a young woman. [...]
[...] (Article L.34-5 of the code of posts and electronic communications) advertising by electronic means. Article L581-4 of the environmental code prohibits all advertising on buildings classified as historical monuments, March and that of April 1987: television advertising, Indeed, article 311-5 of the consumer code credit commits you and must be repaid. Check your ability to repay before committing yourself." The ICC Code: International Chamber of Commerce Code for a responsible communication. You will choose 4 advertising campaigns from around the world Pepsi In the ad, the starlet's young face, framed in a blonde wig, poses for a photoshoot when suddenly she sees a protest. [...]
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