Scribd Explore Sign Up | Log In Cross-cultural content analysis of Nivea Sun TV-SpotsD. Areias, M. Scherzinger, M. Weitz 3.2.

3 Singapore Singapore scores high in power distance. People with a certain socialreputation or belonging to the upper-class might be used in the spot. Individualism is very low in Singapore, so the we is highlighted in thespots. A st rong context-based communication style is used. Singapore scores 8 in uncertainty avoidance, thus very low. The amountof rules i n the country is extremely high. However, this can be explainedrather by the hig h power distance than by the necessity of the people forregulations. Maybe a low er amount of information is needed in the spots. 3.2.4 Spain In general, Spain scores relatively close to the average in power distance,indiv idualism and masculinity, so it is hard to foresee any specificimplications with respect to the spots for these dimensions. Uncertainty avoidance is very high, with a score of 86. One could expectto see a high level of information given about the product, in order tocreate a lower pe rception of risks. The long-term orientation score is very low for Spain, so achieving quickresults might be accentuated in the communication or a feeling of livingin the moment mig ht be created. 4 Method This section talks about the method used to analyze the television spots, theadv ertisements which were chosen as objects of the study, the researchprocess and a t last the results. 4.1 Qualitative Content Analysis The chosen method of this study was the qualitative content analysis as it is an adequate tool for measuring the degree of standardization of advertising (deMooi j & Hofstede, 2010) and with respect to cross-cultural advertising researchis th e method which is used the most (Okazaki & Mueller, 2007). And alsoBernard Berel son defined Content Analysis as "a research technique for theobjective, systemat ic, and quantitative description of manifest content of Reflection paper International Marketing Page 13 Cross-cultural content analysis of Nivea Sun TV-SpotsD. Areias, M. Scherzinger, M. Weitz communications" (Berelson, 1971). This method is a research tool focused onthe a ctual content and internal features of media. A quantitative approach wasnot pos sible as of the limited resources available. Furthermore, the goal of thisresear ch was to obtain insights about the advertising strategy of Nivea Sun andnot to compose a generalizable report.This study followed the qualitative content analy sis procedure recommended byPhilipp Mayring, professor for pedagogical psycholog y, who published his firstpaper about this method in 1983 (Mayring, 2000a). Mayr ing defines twoapproaches to elaborate categories: the inductive and the deducti ve way. Asthis study includes Hofstede's cultural dimensions, the deductive tech nique waschosen.

Table 6: Step Model of deductive category application (Mayring, 2000b) Reflection paper International Marketing Page 14 Cross-cultural content analysis of Nivea Sun TV-SpotsD. Areias, M. Scherzinger, M. Weitz 4.2 Research Questions The goal of this study was to identify differences between the spots of fourcoun tries with the help of Hofstedes cultural dimensions in order to get an ideaof th e standardization of Nivea Suns global commercial strategy. Therefore,four differ ent levels were defined by the researchers to analyze the maincharacteristics of the TV-ads: the focus, the lingual aspect, the visual part andthe metalingual e lements. Table 7: Levels of the TV spot analysis 4.3 Object of Study As object of the research there were 7 TV-Spots of Nivea Sun productsanalyzed, w hich were aired in Brazil, Germany, Singapore and Spain. TheSpots have been made accessible by contacts from Beiersdorf.The selection was made based on the ling uistic knowledge of the researchersand on the availability of the objects. As pr eparation for the analysis, the videomaterial was transcribed in the original la nguage, the text was translated toEnglish, the visual part was described and the metalingual impression added(as can be seen in the appendix). Except for the fi rst part with the originallanguage, all researchers participated in the descript ion to reduce the personalinfluence. 4.4 Categories For the second step of the deductive approach, the cultural dimensions ofHofsted e and the four levels of the spots were united. With this mixture thestudy combi nes the basic knowledge of the cultural differences with the levels of Reflection paper International Marketing Page 15 Cross-cultural content analysis of Nivea Sun TV-SpotsD. Areias, M. Scherzinger, M. Weitz video material. Thus, the five Dimensions of Hofstede stand for the maincategori es and the differentiations (high or low, long-term or short-term, etc.) forthe subcategories. Power Distance Definition Example Coding Rule C1 High Power Distance High Acceptance of

unequal power distribution. There are different classes shown with a way of dressing, accessories. First: Nominal counting of indicators, then transferring to "++" = high, "+" = positive, "0" =

neutral, " " = negative, " " = low. C2 Low Power Distance Low Acceptance of unequal power distribution. People shown look like equals, no status symbols are worn. Individualism

Definition Example Coding Rule C3 Individualism People's self image is defined in terms of "I". The text uses the "I" a lot. First: Nominal counting of indicators, then transferring to

"++" = individualistic, "+" = positive, "0" = neutral, " " = negative, " " = collectivist. C4 Collectivism People's self image is defined in terms of "We". Text and

images focus on groups, rather than the individual. Masculinity Definition Example Coding Rule C5 Masculinity Preference in society for achievement, heroism, assertiveness and material reward for success. Society at large

is more competitive. The focus in the spot lies on being the best in something. First: Nominal counting of indicators, then transferring to "++" = masculine, "+" = positive, "0"

= neutral, " " = negative, " " = feminine. C6 Femininity Preference in society for quality of life and interpersonal relationships. Society is less competitive. Relationships and social contact

emphasized in the images. Uncertainty Avoidance Definition Example Coding Rule C7 High Uncertainty Avoidance High degree to which the members of a society feel uncomfortable with uncertainty and ambiguity. There

is a formal way of speaking used during the spot. First: Nominal counting of indicators, then transferring to "++" = high, Reflection paper International Marketing Page 16 Cross-cultural content analysis of Nivea Sun TV-SpotsD. Areias, M. Scherzinger, M. Weitz C8 Low Uncertainty Avoidance Low degree to

which the members of a society feel uncomfortable with uncertainty and ambiguity. Spontaneity and informality dominate the spot. "+" = positive, "0" = neutral, " " = negative, " "

= low. Long Term Orientation Definition Example Coding Rule C9 Long Term Orientation Fostering of virtues oriented towards future rewards, in particular perseverance and thrift. The spot focuses on a

long term use to save money. First: Nominal counting of indicators, then transferring to "++" = long term, "+" = positive, "0" = neutral, " " = negative, " "

= short term. C10 Short Term Orientation Focus on the momentary status and gain, preference for quick results. The emphasis of the spot is placed on an immediate effect. Table 8: Categories of analysis. The subcategories were individually analyzed in the spots on all levels with the

help of indicators, describing them more specifically. 3 As for the coding, the numbers of indicators being fullfilled were counted to g etan impression on how intense the subcategories were presented in the spots.Aft erwards the researchers discussed the nominal results and formed accordingto the m the 5-degree classification for each country: A big number of indicatorsand a strong relevance were assigned a ++ or , according on thesubcategory. No or only very few adequate tracers would get a 0 as a neutralscore. The lingual elements of the spots were mainly analyzed be the persons nativeor well-educated in the corresp onding language. For example: Gisele Bndchentalks in the second Brazilian spot on ly a few words but she highlights, that sheonly trusts Nivea with the protection of her skin. This text tells the costumer thatas well he or she can and should trust in Nivea Sun products, which is a sign ofcollectivism.The rest of the spot s were first analysed by one researcher and then completedby the other two, to d ecrease the influence of individual preferences.Furthermore the indicators were reviewed and slightly adapted after the first twospot studies in order to improv e the results. Especially the following categories 3 See Analysis Worksheet on attached CD. Reflection paper International Marketing Page 17 Cross-cultural content analysis of Nivea Sun TV-SpotsD. Areias, M. Scherzinger, M. Weitz have shown themselves hard to analyze, even after some detailing: Long-termorien tation and Power Distance.Furthermore the researchers realized differences in in terpretation of some spot-elements, based on the personal knowledge, experience and connectedthinking. In such cases, the researchers discussed their opinions a ndelaborated a fitting allocation of the elements. 4 5 Results & Discussion 5.1 Country-Specific Results BrazilThe expectation regarding the dimension power distance could not beconfirm ed. There was no indicator of high power distance, rather the opposing.In contra ry to our expectations we could not find a clear tendency ofindividualism or col lectivism either. Individualistic signs for example in form ofpersonalized headl ines (e.g. My skin is super important) pointed to some kindof I-consciousness. On th e other hand the image of Gisele Bndchen applyingsun screen on the skin of the gi rl creates a mother-daughter, more collectivistassociation. Also Gisele Bndchen, being an international superstar, acting likea person doing every-day stuff at the beach creates a feeling close to thecustomer; a feeling as if she was one of us a nd therefore indicates some kindof metalingual collectivism.Very informal speech with the shop attendant, joking around (even with somesexual connotations), ver y little precise information about the product and her, jumping and dancing at t he beach, which suggests an active, sporty attitudetowards health, point to a lo w uncertainty avoidance, in contrary to what wasanticipated.Masculinity was very low as well, highlighted were rather behaviors showing the joy of being at the beach, having fun in life. Even the shop attendant was just 4 The whole analysis of the spots can be retraced by looking at the Analysis Worksh eets on the attachedCD (Because of the big size of the documents they were not at tached in the printed appendix) Reflection paper International Marketing Page 18 Leave a Comment You must be logged in to leave a comment. Submit Characters: 400 2.1.2 Organizational Structure for Reflection Paper NIVEA_20!12!11_final Version 2 Download or Print

348 Reads Uploaded by Marion Scherzinger Follow TIP Press Ctrl-F to quickly search anywhere in the document. Sections 1 Introduction 2 Background 2.1 The Brand Nivea 2.1.1 General Information 2.1.2 Organizational Structure 2.1.3 Adaptation of Communication 2.2 Culture 2.3 Cultural Dimensions 2.3.1 Hofstedes Dimensions 2.3.2 GLOBE Dimensions 2.3.3 Aggregate Personality Traits 2.3.4 Applying the Cultural Dimensions 3 Expectations 3.1 General Expectations 3.2 Country-specific expectations 3.2.1 Brazil 3.2.2 Germany 3.2.3 Singapore 3.2.4 Spain 4 Method 4.1 Qualitative Content Analysis 4.2 Research Questions 4.3 Object of Study 4.4 Categories Appendix 53 p. Reflection Paper NIVEA_20!12!11_final Version2 Follow Us! scribd.com/scribd twitter.com/scribd facebook.com/scribd About Press Blog Partners Scribd 101 Web Stuff Support FAQ Developers / API Jobs Terms Copyright Privacy Copyright 2012 Scribd Inc. Language: English