Features of advertising in different countries of the world. Features of advertising in foreign countries

Each country in our world is unique. It has its own characteristics, due to culture, traditions, mentality, realities of life, market requirements, etc. Advertising in different countries also has its specific traits like a unique handwriting. Today we will talk about its features in different corners our planet. Knowing this specificity, you can easily determine where this and that advertising product was created. So, let's begin!

The United States is a world leader not only in finance, business and technology, but also a role model in the field of advertising. The largest creative agencies come from America. They are looked at, they learn from them, they are guided by them. We can say that American advertising has gained international status. Perhaps that is why the national characteristics of US advertising are difficult to determine. However, several points can be made.

Also advertising in the USA is distinguished by propaganda family values. Very often on advertising posters you can see template pictures depicting holidays with the family or family time together: hiking, playing, relaxing - a typical set for an advertising poster.

Americans also like to show their loyalty to gay couples, so ads often go like this:

Canada

Since Canada is a neighbor of the United States, this could not but be reflected in their creativity and advertising campaigns. Here advertising is very similar to American (although, in fact, it is).

You will see typical English people in the lead roles, and red double-decker buses and telephone booths in the background. All this is associated with one place on Earth - Great Britain.

Germany

The Germans are, first of all, perfection, accuracy and quality, which undoubtedly manifested itself in advertising.

Holland

Advertising comes from the Netherlands - something between German, with its love of order and cleanliness, and English, with its respect for traditions. A small European country has managed to become quite noticeable in the global creative market.

Some of the more notable agencies include 180 Amsterdam and Wieden + Kennedy Amsterdam, ad creators for Nike.

Brazil

Japan

Japanese advertising is impossible not to recognize. Quite often it is complete madness. It is rather difficult for a Westerner to understand it. Sometimes it is even difficult to determine the product that is being advertised, let alone the message and benefits of the product.

Summing up, it is worth noting that the advertising of each country is unique, it takes into account the mentality of its inhabitants, their traditions and habits. But the most important thing is that the target audience understand the main message that was conceived by the advertiser and respond to it.

Insanely exciting topic - to learn to understand the advertising of other countries, each has its own unique flavor and culture. The ads tell the stories of a particular country that are understandable to the ethnic group, but not available to you. Japanese advertising makes the brain bit by bit, and Turkish advertising is quite similar to Russian advertising, only less simulated. I don’t know how useful knowledge this is, but it’s curious to death. And you can acquire a “superpower” - to guess from two notes, whose country the advertisement belongs to, who knows, maybe people will admire you. For me it is funny game into an advertiser.

America

In my opinion, and not only, advertising sharks work in America. This advertisement is clear to everyone from the first seconds of broadcast and is aimed at consumers from any country. But it immediately catches the eye that advertising comes from America. And all thanks to the beautiful white smile of the main characters, and of the invariable American flavor: the theme with cowboys or housewives.

Great Britain

From British advertising breathes the English spirit, traditions, the history of the country, the intelligence of society, unique and subtle English humor are perfectly combined here. What you associate the UK with will appear in advertising. What to say about advertising English tea ...

France

French advertising not only brings back memories of the books of Frederic Begbeder, but also plays on your associations with the country. Romance, lightness, passion for art are in the air. Advertisers in France are artists in their field. Advertising is mysterious and saturated with bright, memorable images, which it delivers to watch. great pleasure. About how to drink a glass of good and fine wine.

Germany

Brazil

South Africa

Realistic advertising is the hobby of advertisers from South Africa. They show life as it is, filling it with philosophical reflections, sense of humor and cheerfulness. The problems of society and the difficulties that every person faces are reflected here.

Japan

It's probably really difficult for us to understand what's going on in Japanese advertising and why it was removed. But one way or another, any Japanese advertising is filled with deep meaning and philosophy. Nevertheless, I would not advise looking for this very meaning there, because the brain can be radically broken. We are so different!

Thailand

I am just a tourist in advertising and share my impressions with you. Not only sights reflect the culture of the country, but everything around, people, advertising. If you are burning with the desire to study the culture of any country, to discover something new that is not written in guidebooks, then this is a reflection Everyday life can be easily obtained through advertising.

The history of the country, its traditions, peculiarities of the way of life are guessed in any advertising campaign. Advertising of each country has its own specifics, based on the rules of behavior in society, on the mentality. Let's consider the most outstanding advertising campaigns that have undeniable features and national characteristics of different countries.

USA

The hardest thing to distinguish US advertising. This is due to the fact that, as a rule, American advertising is international advertising. America is the founder of modern advertising, therefore, as its features, one can only indicate the greatest rationality, logic and traditional adherence to advertising canons. American advertising praises the usefulness and functionality of the product, proving the need to purchase it. Also advertising in the USA is distinguished by promotion of family values: typical pictures depicting family holidays, joint trips and pastimes - a classic set for.

Americans also like to show their loyalty to gay couples, so ads often go like this:

Great Britain

UK advertisement full of traditional English humor, however, it is more elegant than American advertising. British advertising is imbued with the English spirit, traditions, with typical Englishmen in the lead roles. The restraint inherent in this nation can be traced in advertising.

France

French advertisement seduces the consumer more than sells. French advertising is dominated by visualization, vivid and impressive images. For advertising of this country, the words are secondary, so there are usually few of them.

Germany

German accuracy is the main thing that can be said about advertising in Germany. Perfect precision combined with beautiful picture make German advertising high quality and interesting.

Brazil

Japan

Japanese advertising is impossible not to recognize. And the point here is not that the main roles are played by the Japanese with their typical appearance. No, it's just that it's quite difficult for residents of other countries to understand the main message of Japanese advertising. Sometimes it is even difficult to identify the product that is being advertised. What can we say about the description of the benefits of the product. See for yourself:

Summing up the above, it is worth noting that, it takes into account the mentality of its inhabitants, based on their habits.In advertising, the most important thing is that the target audience understands the main message that was conceived by marketers and reacts to it.

Head & Shoulders

comments Vladimir Stupnikov, the president of iMARS Communications

The Russian video immediately and categorically declares: the country has a mission. You don’t think there, everything is serious with us: the problem has been identified, solutions have been outlined, actions have been thought out - and without any already classic “Stay here, all the best to you and Have a good mood! The creators of the Russian video made a very competent and culturally sound step: they bet on the ubiquitous popular extremism. For Russians, what about sanctions, what to fight dandruff: the main thing is to have something to deal with. Confidently backed up by Suvorov's ironclad quote "Russians don't give up", the Russian video in its own way mobilizes the national consumer to go to the supermarket and become a member of the mission - to choose shampoo No. 1 in Russia. And what? A trifle, but nice: washed your hair on Monday and you feel like a hero all week. Despite the fact that the Russian video is a kind of “falling sin” of a classic attempt to combine several concepts together, it still looks organic and compact, and even cute with Zavorotnyuk, who does not overdo it for once. Patriotism, stereotypes, parting provocation, a charming "nanny" for men and a handsome athlete for women - in general, let's hook someone.

Indonesia

A strategically wrong step, in my opinion, was to show all the vices environment in one video: there is dirt, and stench, and other unpleasant components of the daily life of the metropolis and the vital activity of the human body. Too many problems for Head & Shoulders to solve. Sad video, incomprehensible to the Russian audience.

Philippines

Arab country

Summing up the presented videos, I would like to note with a feeling of complete satisfaction that Head & Shoulders managed to maintain a single communication message and distribute it taking into account the peculiarities of the mentality of each country separately. Obviously, the company has done a decent job, proving that Head & Shoulders is attentive to its customers, which cannot but please and set consumers in an optimistic mood.

McDonald's

comments Arsen Dallakyan, behavioral marketing expert:

The video refers us to the theme of romantic relationships between a woman and a man, and the latter appears in the form of an ideal prince. Of course, this video exploits the most common stereotype about such a trait of the national character of the French as a propensity for romantic experiences, in other words, amorousness. It may seem that the video is made for women, but in fact, everything is exactly the opposite. The video states: Eat a McDonald's burger and you'll be as cool as this incredible fireman, and then all the girls will be yours. Well, isn't this the dream of any Don Juan?

So: France - sex.

In the American video, we are transferred to the office, that is, another common national cliché about the efficiency of Americans is used on the move.

Here we are told a story about the interaction of two colleagues with diametrically opposed ideas about the cleanliness of the desktop. A great metaphor for the founding principle of American society - freedom of expression. And as a result of it - the need to get along with others social groups having the same rights as you, but different values. The video seems to say: we are so different, but there is one thing that unites us: we all love McDonald's. For the United States - a country that has defeated racism and many other chauvinist challenges - this is one of the strongest archetypal communications.

So: USA - social differences and similarities.

Alexander Bashkatov, producer of Cinematic studio

And finally, the winner of my rating. Roller of Russian production. Let's take a quick look at the picture and sound: everything is fine. As in the video of the Spaniards, the sun is shining, there are many beautiful people - life is in the frame! Sound done well: beautiful voice announcer, cheerful music. In addition, there are all sorts of additional sounds - the crunch of chips, the hiss of beer foam. In general, according to these indicators, everything is fine!

And now for the dramaturgy. The plot has all the elements of a classic detective story: the characters (young people) see something interesting behind the scenes. This is something we, the audience, are not shown, but we are already passionate about it. Because the main characters are so passionate that they forget all their daily activities and greedily devour the object of their interest with their eyes. And when the time comes, before the viewer finally appears some kind of magical vehicle, which attracts the male half of the population like a magnet. This is an oasis of fun and carelessness! But most importantly, it comes with a nice appetizer. Do you understand the difference between the first video and the third? In the first, they are trying to sell chips to us in the forehead. Here are the chips included. And the viewer himself does not notice how the hand reaches for the pack.

In addition, the scriptwriters, in addition to the plot, managed to shove a list of specifications product: taste, aroma, color and so on. And they did it very harmoniously. The only downside that caught my eye was bad game some actors. For example, a boxer who misses in the jaw. It was clearly visible that his opponent's hand was moving slowly. And not because everything was filmed in rapid motion, but simply - slowly. And you can see that it's all a game. I'm not saying that you need to hit each other, but it is quite possible to achieve more realism without getting injured on the court.

National culture and traditions. In everything: art (cinema, music), business, relationships - every nation, every country has its own, different. Advertising is no exception. It has its own characteristics, due to the realities of life in one or another corner of our planet, market requirements, and mentality.

Advertising in the USA

The United States is a leader in almost all areas: finance, business, technology. Of course, this is the world center of creativity. The best, the largest advertising agencies originally from the USA. They are looked at, they are guided by, they learn from them how to do it right, they imitate them. It can be said that American advertising is international advertising. That is why it is quite difficult to single out any specific, characteristic features only to her. Is it… Marlboro?

However, everything is something that makes it clear, this Made in USA advertisement. First of all, it is logic, rationality. If you don’t have to puzzle over the meaning, the message, if you perceive and understand the idea literally from the very first seconds you see the video or poster, this is probably an American advertisement. It is perfect, ideal from the point of view of the canons, rules, principles of advertising science.

Advertising in Canada

Neighborhood with the States, could not but have an impact on Canadian creativity. Advertising in this country is painfully similar to American (in fact, it is), but at the same time, it looks more marginal. Today, first of all, it is associated with Viagra advertising from the Taxi Toronto agency.

Advertising in the UK

English humor is not understood by everyone - intellectual, subtle, one might even say noble. With advertising, things are about the same - it is of high quality, elegant, intelligent. It exudes the English spirit: traditions, history, gentlemen, the queen, red double-decker buses and telephone booths - all this evokes associations with only one place on Earth - foggy Albion, the island of Britain. All this is felt in English advertising. It is extremely understandable, but at the same time, refined, cinematic (if we are talking about video clips). Huge budgets, which are able to compete with creatives from the United States, are on a large scale.

Advertising in France

The first thing that comes to mind, of course, is 99 francs by Frederic Begbeder: a novel by a former advertiser and a film of the same name.

The country is special: romance, aesthetics, art, refined taste - all this is characteristic of French advertising. And if the majority of advertisers in the US started their career as copywriters, here the majority of the representatives of the creative industry are artists. This is probably why advertising in France is laconic, but instead it is colorful, filled with images. French advertising is one of those that is a pleasure to see. This one is no exception:

Advertising in Germany

The Germans are, first of all, impeccable accuracy and accuracy, which is also manifested in advertising. Her main characteristics: logic, appeal to facts, reasoning and beliefs, instead of emotions and feelings. Numbers and characteristics, maximum reliability, which is supported by the high quality of visualization, design in print and videos. German advertisers know how to surprise with creativity, gradually gaining positions in the global market.

Advertising in Holland

Advertising comes from the Netherlands - something between German, with its love of order and cleanliness, and English, with its respect for traditions. A small European country has managed to become quite noticeable in the global creative market. Among the most prominent agencies are 180 Amsterdam and Weiden + Kennedy Amsterdam, advertising makers for Adidas and the European Coca-Cola market, respectively.

Advertising in Ireland

The small island nation has until recently been represented by only one prominent player, Irish International BBDO, although other agencies are now entering the scene. Irish advertising can hardly boast of scope or great ambitions. The national spirit is clearly visible in the works of creative agencies.

Advertising in Brazil

Promotional videos originally from Brazil are not particularly creative. The press rules this country! The prints here are really made on high level, skillfully executed, juicy and bright, colorful, filled with life, like a carnival in Rio de Janeiro. It is no coincidence that creative agencies in Brazil take the first places in international advertising festivals with enviable regularity.

Advertising in Argentina

Despite the territorial proximity with the previous country, the culture of Argentina, having something in common, is significantly different from the Brazilian one, the same applies to advertising. Also emotional, sensual, colorful. Along with this, as a rule, it has an unusual, often tense plot. Traditionally, the color scheme is in pastel, muted, not bright colors.

Advertising in South Africa

Soulful creativity, videos full of philosophical meaning that make you think, along with a sense of humor and cheerfulness. The largest clients of creatives from South Africa are financial and oil companies. Advertising in South Africa is usually filmed in their own country, showing life as it really is. Creatives from South Africa are well aware of social problems and human difficulties.

Advertising in Australia

Being located below the equator line gives reason to compare the Australian creative with advertising from Brazil or Argentina. Nevertheless, drama is more typical for this country, advertising here is more gloomy than positive. Actually here:

Advertising in Japan

Japanese creativity is fundamentally different from everything else, advertising made in this country is instantly recognizable. Centuries-old traditions could not bypass the creative industry. At the center of Japanese advertising is the image. It is filled with deep meaning, philosophy.

Either way, Japan's share of the global advertising market is huge. It is from this country that the advertising agencies Dentsu, Hakuhodo and Asatsu, which are among the ten largest in the world, come from.

Advertising in India

Bollywood masterpieces are "admired" by the whole world. Indian cinema is one of a kind: unique and inimitable. As for advertising, it is more down to earth, in the same turn, the Indian spirit is always present in it, even where expatriates work on it. Similar in many ways to the Brazilian one: television ads from India are hardly widely known, which cannot be said about print ads - they are impeccable.

Advertising in Thailand

The Thai creative is perhaps the only one in the world that can give odds to Japanese advertising in terms of the level of its craziness. Their advertising is surprisingly simple, almost always not without humor, but most importantly, the level of its absurdity reaches cosmic proportions.

It is in Thailand that Tanonchai Sornrivichai, one of the most awarded advertisers in the world, operates.