Advertising features in different countries



          Every country in our world is unique. It has its own characteristics, due to culture, traditions, mentality, realities of life, market needs, etc. Advertising in various countries also has its own characteristics. Today we will talk about its features in different parts of our planet. Knowing these specificities, you can create working advertising materials.

  • United States of America

The United States is a marketing leader and advertising role model. American advertising has long been international, so individual national characteristics are quite difficult to determine, but we will try to highlight some points:

- Advertising must be viable, realistic, pragmatic and profitable.

- American users react poorly to images and use key phrases more often.

- All advertising in America is based on emotion, the ability to evoke feelings and desires with a key message.

- Advertising is based on personalization and individuality.

- The main thing in an advertisement is to create a strong connection between the target audience and the brand.

- Preference for visual content over text blocks.

The American ad is one of the most direct, which from the outside is considered somewhat disturbing. At the same time, Americans themselves are not shy about their openness and confidence in advertising. Great emphasis in American advertising is placed on traditional family values and patriotism.

  • Brazil

Brazil is always in the carnival spirit and Brazilian advertising always reminds us of the holiday.

Brazilians coined the term "brasilidade", which literally translates as "brasilianness" or "brasilianness" and means certain characteristics or qualities of Brazilian history and culture, as well as feelings of closeness and love for Brazil. "Brasilidade" is often used in advertisements and advertisements depicting the main symbols of Brazil: the statue of Jesus Christ on Mount Corcovado, palm trees, mountains, national clothes, toucans, girls in national jewelry or headdresses.

The colors in the advertising are always bright, rich and colorful in keeping with the spirit of the Brazilian carnival. And also the green and yellow colors of the Brazilian flag.

  • Latin America

Latin America is the second largest online advertising market in the world. Latin America, of course, is brightness, dynamism and expressiveness. The rich, bright colors and general cheerful atmosphere are striking. Much attention in advertising is paid to people, relationships and emotions.

  • Argentina

Geographically close to Brazil, but culturally and commercially distant, Argentina is equal to its neighbors only in the richness of the palette of relationships and feelings, but Argentina provides a much higher level of emotional tension and is famous for its unusual plots. And separately it is worth mentioning the color scheme - slightly muted tones, the warmth of the image and the special transparency of the air, you can immediately determine that the video was shot in Argentina.

  • Japan

Advertising is important symbolism and the integrity of the semantic picture. It requires creativity that evokes positive emotions and pleasure. The job of advertising is to entertain consumers more than convey serious meaning. Therefore, only short phrases, words and images that stick in the memory are used.

  • China

The spirit of patriotism is very strong in China, so any insult to traditional ways of life and cultural values is considered extremely negative.

  • Asia

Advertising in Asian countries is at different levels of development. If the Philippines, Taiwan and Japan are more competitive compared to world standards, then for example in Vietnam, the transition period from rejection and prohibition of advertising to interest and love for advertising has just begun. The most striking manifestation of the uniqueness of Asian advertising is not its continental advertising, but its national identity, which is based on cultural, historical, even philosophical traditions and principles.

Advertising features in Asia:

- The Asian advertising market takes into account cultural, ethical and spiritual characteristics as well as superstitions.

- When creating advertising, it is important to take into account the semantic meaning of colors, because each color is a symbol of a certain state.

- Translation of promotional materials into Asian languages can only be done by native speakers.

- The main emphasis in Asian advertising is on positive emotions. Advertising should provide pleasure from the fact of buying a product or service.

- Asian consumers value status. When purchasing a product or service, consumers should feel privileged and important.

  • Thailand

Thailand is a religious country, therefore it is forbidden to use monks, representatives of the royal family and officials in advertising, for them everything is sacred and should not be touched. The same applies to coats of arms and state symbols. However, Thais have a very creative approach to advertising.

  • Malaysia

One of the worst countries in terms of Internet access, although mobile traffic in the country shows good growth. Typically, mature and solvent audiences use the Internet, which can lead to high conversion rates. Since it is a Muslim country, the majority of users are men.

  • Arab countries

In Islamic countries, religious and national characteristics are very different from European traditions. Advertising in Arab countries is subject to strict censorship and must be as close as possible to local cultural values and national languages.

  • United Arab Emirates

The main traffic sources in the country are Google, YouTube, and Facebook. Since the Emirates is a Muslim country, creatives must exclude the use of images prohibited by local regulations (for example, nudity). Don't forget local holidays, if poured outside of working days the CR can drop sharply.

  • Türkiye

To advertise in Türkiye, it is best to use advertising materials in Turkish. It is also worth remembering Turkish holidays, for example in Turkey there is the Ramadan holiday, which lasts a whole month and contains many prohibitions for the local population. In Turkey, nepotism is highly developed, so you can use slogans in advertising materials calling for improving your family's standard of living and providing them with a prosperous future.

Knowing and taking into account the peculiarities of creating and designing advertising materials for different countries, you can make your advertising campaign more effective.

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