Intercultural communication through advertising

• 1. Intercultural CommunicationCindy Coroller, Thomas Malice, Axel Stepman, Stef Stubbe, Maxim Van Eeckhoutte

2. Table of contents Linear-active cultures : Glasses KFC Blush Lingerie Multi-active cultures : Coca-Cola Mexco ANT Voluntering Reactive cultures : Honda Cup Noodle Honda 3. Linear-active cultures 4. Tv-commercial And how bad are youreyes They come to a free test Their opticians Richard Lewis: Direct, Cold & Crude Quiet/Unemotional Geert Hofstede: Masculine culture Individualistic Short term profit 5. Slogan An American slogan KFC food chain Richar Lewis: Masculine society Values money,success, competition Geert Hofstede: Minimize powerdistance Individualism 6. Written ad Richard Lewis: Polite but direct Factual & Cool Funny but sincere Geert Hofstede: Masculine attention Direct communication Its your individualresponsibility touncover the truth 7. Multi-active cultures 8. Tv-commercial Richard Lewis: 1:30 min of non stoptalks Axis to friendships Emotional Geert Hofstede: Collectivism Low power distance 9. Slogan Richard Lewis: Mexican slogan Seems international With a closer look : Plays with emotions Curiosity, warmly,friendly, mysterious Geert Hofstede: Short term orientation Wanderlust 10. Written ad Richard Lewis: Shocking & Emotional Displayed Feelings Value of life People Oriented Geert Hofstede: Volunteering Individualistic Respect for historyand tradition 11. Reactive cultures 12. Geert Hofstede modelJapanese example 13. Tv-commercial Richard Lewis: Modest & sincere Looking back inhistory for examples Vague Geert Hofstede: Long term vision Masculine society 14. Slogan Richard Lewis: Vague communication(no facts) Modest Geert Hofstede: Long term vision Masculine society(success &achievement) 15. Written ad Richard Lewis:Unclear communicationGroup feeling WE Geert Hofstede:Masculinity Stronguse of wordsLong term vision 16. and