Culture: Young Seniors Tagged

This ad above is part of a series of promotional ads to promote the sale of tickets to what appears to be an exhibit, Bodyworks. It incorporates visual balance, eye-catching graphics, and powerful imagery. The series of ads have stopping power that integrate two different generations. Varied ads are place in train stations, lamp posts, city walls, underground displays, etc. The fascinating visual component invites audiences by the captivating visual message that simultaneously targets multiple audiences.

The exhibit displays dissected human bodies in different stages so that you can see all the different systems. This ad shows a popular advertising strategy not commonly seen in the United States. The American culture has an obsession with youth and beauty. Most older family members are placed in retirement homes while the younger family lives separately. However, European culture and much of the Hispanic culture honors and respects the older generation. This cultural trend is represented in the advertisements I analyzed in Germany and Eastern Europe. Specifically, older people are shown in the advertisements for a variety of brands, one of them being Viagra (Berlin). These older people are showcased in various themes, including sexually. The ad below shows two older women provactively posing with an ice cream cone (Prague).

The Czech ad by a bus stop for an ice-cream seemed unusual. Unlike the ads in Berlin for ice-cream desserts incorporating beauty and sexuality, this ad in Prague scattered throughout the city shows the effectiveness of word of mouth among this age group. This is why I selected this, because it is an unusual yet honest way of the dynamics of this age group and reminds me of the elders in my mixed family. The ad below shows a typical graffiti art by a group of mixed cultural inhabitants. In the USA, most acts of graffiti are frowned upon by main stream. Most feature hip-hop artists and mixed names of gangs are associated with graffiti. However, this graffiti is cultural and shows typical facets of their culture. There is even an older gypsy woman painted on the side of a street where other elders are painted on the wall.

As you can see, the older culture is redeemed and honored. They are depicting cultural graffiti and are evident in advertisements for brands and companies. Their placed on a high social ladder and respected in the famiy, social and economic sectors.

Key Points
1. The portrayal of elders in Europe vary from that of the United States.
2. Elders are part of the communication market as well as culture.
3. The importance of consistency on all media platforms.

The Beauty of Global Sex Anyone?

So, you've just been targeted! Yes, I caught your attention long enough to ask: Is Germany liberal? Hmm, well… sure the culture is different, something incredibly striking and things perhaps are blown out of proportion when you dwell in a city unfamiliar to you, but I remind myself it all ties in to what my professor was getting at in class, “adaptation and cultural competence” or simply stated: the transformation of assimilating to the unknown shouldn’t be a challenge rather embraced. It is natural to have a basic need to belong. Social identity theory tells us the perception of ourselves influence our perceptions, behaviors, and attitudes. Attitudes, behaviors, values, and standards aren’t globally homogenous, despite the future effects of globalization possibly provoking some interesting movement, but how could a message be communicated with the same intention in different parts of the world?

One way is through language; this is true, but surely the language of visuals can stand alone,( most certainly the language of sex*cough, sex and beauty).The portrayal of a sexually explicit sensual pose, or even inference to content can hold different values in dispersed locations, but coming from the United States where the media is accused of sexual promoters and social taboos clash and fuse with traces of sexual evidence, I came to realize this may be a global thing. Is beauty becoming a global tool? Is this sexual awareness trend effective? There are different needs and wants from audiences; however, I find it interesting that certain beauty traits worldwide are agreed.
Whether people think through critically about the content of a message or rather act upon superficial aspects of the message, how is it that sexual advertising lures us in? (elaboration likelihood model/ evolutionary psychology). When dissecting this, I want to point out their uses.

Below in Prague, Czech Republic, I came across this very explicit series of ads outside a store near tourist attractions. Beside their direct sexual nature, what consecutively noticed after the shocker was its indication of other locations. The ad states: “Made in Germany.” Is there an appeal to an exported product? Wait, I can’t believe I saw this in pure Praha street! I don’t think I would witness something equivalent in Miami.

In this ad in the bottom left corner it states: “HOT, The World’s Finest Quality, London/Miami/Tokyo” So, this is clearly an ad for an international women’s perfume targeted to… women or men? How about the selection of model to be displayed in Prague? She looks a lot like the American celebrity internationally known as Britney Spears. Would people stop and look this ad?

It is said we might not consciously choose to dissect an ad, but our eyes could perceive it and this stores in our subconscious memory, meaning the power of the subconscious mind is powerful and absorbs our surroundings. Advertisers seek to trigger curiosity this is a marketing aim to fascinate the audience and win over their recollection of associations of quality and “hot” products.

Below is a recent campaign in Berlin about Hepatitis B awareness and prevention. I find it a successful campaign because it aims towards informing audiences that the disease isn’t necessarily contracted through sex, however, it wasn’t until I saw this one ad that I naturally began to notice the other ads. The other ads that are part of this campaign do not use nude models nor is the subject living. Instead it depicts a space where it is inferred that humans once engaged in sexual activity or simply just objects like a piercing and a tattoo.

Key points:

1. Using sex and beauty related advertising to reach audiences is prevalent and naturally eye-catching.

2. Using a foreign appeal to a brand uses a marketing technique to convey a sense of higher quality.
3. The combining of sex, nudity, and beauty in advertising can hold meaning that are appropriate and inappropriate, however, this is all relative.
4. Sex and beauty could be used in other non-traditional ways, such as to inform.
5. The significance of value in different regions of the world and its uses.

Expectations about Cultural Differences between Germany and US

Images from the Berlin Carnival (above).

During the first days of my stay in Berlin, I witnessed what possibly answered and silenced my doubt prior to arriving to Berlin. “Are you sure Germany is multicultural?” Nothing better could of slapped me in the face like the multicultural soaking of the extravagant parade I went to Sunday, May 31, 2009 on the streets of Berlin. I expected Germany to have strict censorship and stronger regulations. To my surprise, product placement isn’t allowed; however, I find it shocking that public drinking is. Then how would floats covered in ads be of any difference from product placement?

Is Germany liberal or conservative? Back in the United States, I thought Germany would be more conservative and as the first days pass by, I am aware of the differences in cultures, particularly the Turkish influence in the neighborhood I am staying at and how advertisements differ depending on positioning. For instance, I came across ads that have more than one language and when paying attention to where these ads where placed, I realize sometimes the neighborhood is more populated and the prices are more affordable, whereas more metropolitan areas rely more on visuals and references to “cool and fashionable” must-haves.

The positioning of ads (impressions of messages) is virtually everywhere, (no surprise). The fusion of advertisements in a multicultural parade demonstrated the origins of an accepting culture.
http://ideas.repec.org/p/wpa/wuwple/0302002.html
http://www.adverblog.com/archives/001535.htm
-multiculturalism, product placement, product positioning, event integration

Putting on My German Contacts

It all starts to finally hit me, “I’m in Berlin,” when sitting still (or unstill) in an IMK classroom as a presentation unravels in an unknown language to me (German) and the desire to want to be able to understand (so badly) the creative solutions presented by the surrounding German students. Sure, I filled in some blanks and picked up on facial expressions, posture, body language, audience reaction, speech, tone, dress, and Norbert’s quick murmured translations (Norbert is part of IMK) better directed this almost live case study; however, I did not know German and had to remind myself.

There were some similarities to the structure of the presentation, but further interesting to me was the opportunity of communicating ideas and proposing real-life solutions with people who not only live in a different location and speak a different language, but study what I do in fact study. And then I ask myself, “Are they really that different?” If so, then why was it so natural and familiar to meet my week’s teammates, exchange contacts and share experiences?

The importance of an intercultural world that can facilitate and exchange ideas is valuable. Within my first days in Berlin, I came across this red logo with a slogan and website contact to then later investigate the purpose of this interactive structure (above), which was red and managed to engage the non-German in German.

I took note to visit the ad’s site www.sei.berlin.de . To my relief an English selection was possible to choose by the url of http://www.be.berlin.de/ . I then read the title, “be Berlin- the city’s marketing campaign,” as I shouted, “Jackpot! X marks the spot!” I became victim to the intended target audience.

At the bottom of the website, I read the slogan: “be open, be free, be berlin,” and discovered the city campaign started in March 2008 by the Berlin Senate and is “set to showcase Berlin worldwide under the slogan “the place to be.” What immediately triggered my attention was that the first stop of the campaign’s international tour is said to be in New York. Why New York? Apparently, this non-German study abroad student chose to visit Berlin and it so happens to be a city that markets internationally! Berlin’s approach at global marketing? Looks like the ideal example of a communication strategy well-executed. Within the very organized site one can take a Berlin Virtual Tour in 3D. “Hey, I’m in Berlin and I think I’m going to take the Virtual Tour too!” This should definitely demonstrate something, but if not then at least the rising power and potential growth of the internet taking over the world through creative facets.

Concluding Thoughts

No matter where one is from, there is the necessity to communicate and different tactics that allow for it. Better said, differences are embraced. I say this because I am the tourist (different-not from Germany) and I am still part of the community and being targeted. Is language truly a barrier when placed in advertisements in Berlin?

The reliability of the internet and using new media and ambient advertising to deliver a message effectively through elements of interactivity, interconnectivity, and community interdependency bring forth a stronger message.