scholarly journals Content Analysis of Advertisements in Different Cultures

2012 ◽  
Vol 9 (2) ◽  
pp. 39-51 ◽  
Author(s):  
Vesna Lazović
Keyword(s):  
Content Analysis ◽  
Cultural Values ◽  
Social Preferences ◽  
Cross Cultural ◽  
Linguistic Features ◽  
Future Studies ◽  
Language And Culture ◽  
Current Trends ◽  
The Times ◽  
Different Cultures

Increasingly, advertising examples are being analyzed and used as yet another form of communication, on account of their ubiquity (e.g. billboards, Internet, television, magazines). Designed to compel us to purchase products, advertisements have the potential to greatly impact our lives. They show current trends in social preferences, they reveal cultural values and norms of the target audience and, finally, they can be the mirror of the times people live in. The purpose of this paper is to give a brief overview of the findings in previously carried–out research relating to cross–cultural content analysis of advertisements. The reports have addressed both linguistic and extra–linguistic features and trends in advertising and emphasized language– and culture–specific elements. This paper also gives ideas for future studies, since nowadays, due to international marketing and increasing globalization there are more cultural transfers to be explored, as cultures are coming in contact far more frequently.

scholarly journals Cross-cultural psychiatric assessment

1997 ◽  
Vol 3 (2) ◽  
pp. 103-110 ◽  
Author(s):  
Dinesh Bhugra ◽  
Kamaldeep Bhui
Keyword(s):  
Mental Health ◽  
Mental Illness ◽  
Health Services ◽  
Cultural Values ◽  
Ethnic Minorities ◽  
Cross Cultural ◽  
Cultural Backgrounds ◽  
Patient Interaction ◽  
Cultural Expectations ◽  
Different Cultures

Different cultures vary in their perceptions of mental illness (Karno & Edgerton, 1969), which can affect their utilisation of orthodox psychiatric facilities (Padilla et al, 1975; Sue, 1977). Mental health services may be seen by ethnic minorities as challenging the value of traditional support systems, reflecting dominant Western cultural values and harbouring implicitly racist psychological formulations. The clinician-patient interaction may become fraught with misunderstandings if the two parties come from different cultural backgrounds and bring distinct cultural expectations to the encounter.

Hashtag Vogue: A content analysis of the differences between regional Vogue Instagram accounts

2020 ◽  
Vol 7 (2) ◽  
pp. 259-279
Author(s):  
Evelyn Rossol ◽  
Kendra Lapolla
Keyword(s):  
Content Analysis ◽  
Cultural Values ◽  
Fashion Industry ◽  
Media Access ◽  
Current Trends

Abstract Fashion media is an essential part of the fashion industry in communicating cultural fashion, current trends and innovations. However, there are many differences due to cultural values, history and media access. A content analysis of Vogue magazine, Russia, India, Brazil and Arabia is designed to identify differences in content between regional Vogue Instagram accounts. Images were screenshot from each account and then organized into themes resulting in four main categories for all accounts: one, how the Vogue woman was dressed, two, the personality/lifestyle of the Vogue woman, three, the structure of the photo and finally commonalities between the accounts. The researcher found many differences and a few overlaps in values in these five Vogue accounts. Different regional areas maintain distinctions even though fashion is globally communicated.

scholarly journals The role of musical instruments in the globalization of music

Comunicar ◽  
2010 ◽  
Vol 17 (34) ◽  
pp. 83-89
Author(s):  
Kazadi wa-Mukuma
Keyword(s):  
Cultural Values ◽  
Computer Games ◽  
Musical Instruments ◽  
Cultural Interaction ◽  
Global Community ◽  
Language And Culture ◽  
The World ◽  
The Creation ◽  
Musical Sounds ◽  
Different Cultures

In recent years, the term «globalization» has become a catchword in many languages. It is an open-ended process that implies different levels of unification. In music, attempts have been made by individual and collectively by artists from different cultures in the world. In each case, the process has been focused on the unification of musical sounds that can be identified within the global community. Technology is successful with the duplication of sounds of musical instruments for computer games, but the creation of zones of cultural interaction as defined by actual musical instruments is presenting challenges with the unification of cultural values into one global community. In music, globalization implies «world music» that is articulated as a hybrid product. The process of globalization is readily realized electronically, with sounds of musical instruments, but the creation of zones of cultural interaction, with the same musical instruments, will require a mixture of configuration of factors ranging from ecology to language and cultural manifestation. The objective of zones of cultural interaction is not to unify style of music, but through globalization is the sharing of actual musical instruments. To accomplish this objective, geographic spaces will have to surmount the globalization of the world ecology, language, and culture. En los últimos años, el término «globalización» se ha convertido en una palabra clave para muchas lenguas. Con él se hace referencia a un proceso abierto que implica diferentes niveles de unificación. En el campo de la música, han participado en él, tanto de forma individual como colectiva, artistas de diferentes culturas del mundo. En todos los casos, el proceso se ha centrado en la unificación de sonidos musicales que puedan identificarse por una comunidad global. En este sentido, la tecnología ha conseguido con éxito duplicar los sonidos de los instrumentos musicales para los videojuegos, pero la creación de zonas de interacción cultural, como las definidas por los instrumentos musicales actuales, se enfrenta a una serie de retos derivados de la unificación de los valores culturales en una comunidad global. El proceso de globalización se puede desarrollar fácilmente de manera electrónica con sonidos de instrumentos musicales, la creación de las zonas de interacción cultural con los mismos instrumentos musicales necesitará que se den además una serie de factores, que van desde lo ecológico hasta lo lingüístico y cultural. El principal objetivo de las zonas de interacción cultural no es el de unificar el estilo de música, sino el de compartir los instrumentos musicales actuales a través de la globalización. Para cumplir este objetivo, los territorios en los que se produzca esa interacción tendrán que completar este proceso globalizador atendiendo a criterios ecológicos, lingüísticos y culturales.

scholarly journals Kepercayaan dan Pamali Nelayan Pulau Kambuno di Sulawesi Selatan

2021 ◽  
Vol 5 (1) ◽  
pp. 56-68
Author(s):  
Andi Adri Arief ◽  
Harnita Agusanty ◽  
Muhammad Dalvi Mustafa ◽  
Kasri Kasri
Keyword(s):  
Content Analysis ◽  
Cultural Values ◽  
Primary Data ◽  
Small Island ◽  
Traditional Practice ◽  
Community Activities ◽  
Study Approach ◽  
The Social ◽  
Cultural Pattern ◽  
The Times

Nelayan tradisional di pulau kecil memandang dirinya bersama alam fisik dan alam metafisik berada dalam satu sistem kehidupan antara mikro kosmos dan makro kosmos yang harus selaras.  Oleh karena itu, pengetahuan yang mereka miliki serta ritual yang mereka lakukan berkaitan erat dengan mitos, kultus, ritus, magis, dan pamali sebagai pedoman yang dipergunakan dalam menjalankan aktivitas kehidupannya sehari-hari.  Tujuan penelitian untuk menganalisis kepercayaan dan pamali nelayan pulau-pulau kecil sebagai tata kelakuan yang dipengaruhi oleh unsur budaya lokal dan berpenetrasi ke dalam sistem sosial masyarakat. Jenis penelitian kualitatif dengan pendekatan studi kasus.  Pengumpulan data melalui pengamatan langsung, dan wawancara mendalam melalui teknik snowball dengan prinsip triangulasi. Analisis data melalui content analysis. Selama penelitian berlangsung, ditemukan 30 informan sebagai sumber data primer, yaitu tokoh nelayan, tokoh adat, punggawa, sawi. Hasil penelitian menemukan bahwa praktek ritual yang berasosiasi dengan kepercayaan serta ungkapan-ungkapan berupa pamali pada komunitas nelayan Pulau Kambuno merupakan tata kelakuan yang menjadi aturan-aturan ide, gagasan, serta nilai-nilai yang terikat dalam suatu kesatuan budaya, yaitu (1) pola bersikap yang mendapat isi dari pengarahan dari nilai-nilai budaya, (2) pola bertindak dalam kegiatan komunitas nelayan, dan (3) pola sarana benda-benda (fisik).  Tiga wujud budaya tersebut merupakan jiwa, organisasi dan teknologi sebagai tata tertib yang dijaga eksistensinya dalam keselarasan antara mikro kosmos dengan makro kosmos yang sekaligus mempersatukan segenap komunitas nelayan.  Pola kebudayaan yang diadaptasi nelayan Pulau Kambuno merupakan praktek tradisi yang terwarisi dari generasi ke generasi berikutnya sambil melakukan penyesuain-penyesuaian seiring dengan perkembangan zaman.     Traditional fishermen in small island look at themselves with the physical and metaphysical realms as being in a single system of life between the micro cosmos and macro cosmos which must be in harmony. Therefore, the knowledge they have and the rituals they perform are closely related to myths, cults, rites, magic, pamali as guidelines used in carrying out their daily activities. The research objective was belief analyze and pamali fishermen of small island as behavior that is influenced by local culture elements and penetrate into the social system of society. This type of research is qualitative with a case study approach. Collecting data through direct observation, in-depth interviews using snowball techniques with the principle of triangulation. Data analysis through content analysis. During the research, 30 informants were found as primary data sources, including fishermen leader , traditional leaders, punggawa, sawi.  The results of the study found that ritual practices associated with beliefs and expressions in the form of pamali in the fisherman community of Kambuno Island are behaviors that become rules of ideas, ideas and values ​​that are bound in a cultural unity which includes, namely: (1 ) attitude patterns that get the contents of the direction cultural values, (2) patterns of action in fisherman community activities, and (3) patterns of means (physical) objects. Three forms of culture are the soul, organization and technology as an order which is maintained in harmony between the micro cosmos and macro cosmos which simultaneously unites all fisherman community. Adapted cultural pattern by the fishermen of Kambuno Island is a traditional practice which inherited  from generation to next generation while making adjustments along with the times.

scholarly journals Cross-cultural perspective on sustainable consumption: implications for consumer motivations and promotion

2021 ◽  
Author(s):  
Saleem Ur Rahman ◽  
Agnieszka Chwialkowska ◽  
Nazim Hussain ◽  
Waheed Akbar Bhatti ◽  
Harri Luomala
Keyword(s):  
Cultural Values ◽  
Sustainable Consumption ◽  
Cross Cultural ◽  
Value Orientations ◽  
Cultural Value ◽  
Cultural Perspective ◽  
Advertising Appeals ◽  
The Past ◽  
Promotion Strategies ◽  
Different Cultures

AbstractFirms in the past have based their marketing and promotion strategies on the assumption of infinite resources and zero environmental impact. With the growing importance of environmental costs associated with finite resources, firms need to revisit their marketing and promotion strategies. This study defines and conceptualizes horizontal/vertical individualism–collectivism (H/V I-C) cultural value orientations as antecedents of sustainable consumption. Drawing on H/V I-C value orientations, this study attempts to build a sustainable consumption model to better understand how horizontal/vertical individualism–collectivism cultural values are reflected in consumers’ sustainable consumption motives and how they can be translated into persuasive advertising appeals tailored to specific cultural segments. This study contributes to provide new theoretical and managerial insights into understanding culturally relevant sustainable consumption motives and to establish appropriate strategies of sustainable consumption promotion in cross-cultural contexts. Most importantly, this study provides implications to companies for balancing more carefully their growth goals with the need to pursue sustainability across different cultures.

Cultural value of translation of proverbs and synopsis

2020 ◽  
Vol 1 (1) ◽  
pp. 11484
Author(s):  
Mohammad Amin Ebrahimi
Keyword(s):  
Cultural Values ◽  
Ethnic Groups ◽  
The Other ◽  
Cultural Value ◽  
Mutual Understanding ◽  
Communication Tool ◽  
Language And Culture ◽  
Cultural Aspects ◽  
Different Cultures ◽  
The Relationship

Language is formed in the context of culture; on the other hand, the culture of a society is reflected in the language's mirror. Language has a cultural backbone as a communication tool. This cultural backing is in fact the basis for the emergence of vocabulary and its conceptual boundaries, as well as the decisive factor in the image and image reflected in the ords and proverbs. Because different ethnic groups have different cultures, there are problems on the path to the relationship between nations and the mutual understanding of languages. The methods of translating proverbs and synopsis as part of language and culture play a significant role in communicating, despite the fact that some cultural reflections sometimes apply in the above interpretations because of the inappropriateness of the methods of translating neglected. Since one of the goals of translation is to create and promote communication between cultures, ignoring the cultural aspects of texts in translation can reduce the scientific and cultural values of translated works. The present paper seeks to explain this problem and provide some solutions.

Anthropolinguistic Analysis of Igbo Metaphorical Expressions

Anthropos ◽  
2020 ◽  
Vol 115 (1) ◽  
pp. 107-114
Author(s):  
Chimaobi Onwukwe
Keyword(s):  
Cultural Values ◽  
Native Speaker ◽  
Linguistic Features ◽  
Language And Culture ◽  
Interview Method ◽  
Beliefs And Values ◽  
Key Informant ◽  
Values And Beliefs ◽  
Key Informant Interview ◽  
Cultural Connotations

The study examines metaphorical expressions in Igbo. It specifically analyzes the linguistic and cultural values, and beliefs in Igbo metaphors. The study adopted the Key Informant Interview method in data collection as well as introspection as a native speaker of Igbo. It was discovered that interpretation of Igbo metaphorical expressions involves the linguistic features of implicature, inference and referencing well as understanding of the cultural nuances of the referents used in Igbo metaphors. The study identified that metaphorical expressions concretize the Igbo worldview. This worldview, beliefs and values are represented in the cultural connotations of referents of Igbo metaphors. The study identified some referents with their cultural connotations such as animals, and natural/physical objects. The author concludes that understanding of metaphor in Igbo entails knowledge of cultural and contextual nuances of the referent of the metaphor in the Igbo language and culture.

scholarly journals The influence of language and culture on the understanding of vocal emotions

2015 ◽  
Vol 6 (3) ◽  
pp. 11-48 ◽  
Author(s):  
Rene Altrov ◽  
Hille Pajupuu
Keyword(s):  
Cultural Values ◽  
Emotional Speech ◽  
Speech Corpus ◽  
Web Based ◽  
Listening Test ◽  
Language And Culture ◽  
Different Cultures ◽  
Context Free ◽  
The Web ◽  
Culture And Language

We investigated the influence of culture and language on the understanding of speech emotions. Listeners from different cultures and language families had to recognize moderately expressed vocal emotions (joy, anger, sadness) and neutrality of each sentence in foreign speech without seeing the speaker. The web-based listening test consisted of 35 context-free sentences drawn from the Estonian Emotional Speech Corpus. Eight adult groups participated, comprising: 30 Estonians; 17 Latvians; 16 North-Italians; 18 Finns; 16 Swedes; 16 Danes; 16 Norwegians; 16 Russians. All participants lived in their home countries and, except the Estonians, had no knowledge of Estonian. Results showed that most of the test groups differed significantly from Estonians in the recognition of most emotions. Only Estonian sadness was recognized well by all test groups. Results indicated that genealogical relation of languages and similarity of cultural values are not advantages in recognizing vocal emotions expressed in a different culture and language.Kokkuvõte. Rene Altrov ja Hille Pajupuu: Keele ja kultuuri mõju kõneemotsioonidest arusaamisele. Emotsionaalse kõne väljendamises ja selle mõistmises on nii universaalseid kui ka kultuuri- ja keelespetsiifilisi aspekte. Meie uurimuse eesmärk oli teada saada, kuivõrd mõjutab keeleline ja kultuuriline kuuluvus kõneemotsioonidest arusaamist: esiteks, kas eri kultuuridest ja eri keeli kõnelevad inimesed tunnevad emotsioone ühteviisi ära ega aja neid segi teiste emotsioonidega, ja teiseks, kas sarnastest kultuuridest ja samasse keelerühma kuuluvad inimesed tunnevad emotsioone ära sarnaselt. Selleks uurisime eesti keeles mõõdukalt väljendatud esilekutsutud emotsioonide äratundmist Eestis mitteelavate ja eesti keelt mitteoskavate inimeste poolt, kes valiti erinevatest keelerühmadest ja kultuuridest. Osalejatena kaasati lisaks eestlastele kui korpuseandmeid kinnitavale kontrollrühmale lätlased, taanlased, norrakad, rootslased, soomlased, itaallased ja venelased, kes elasid oma emamaal. Peale eestlaste ei osanud ükski testirühm eesti keelt. Osalejatel palusime kuulata Eesti emotsionaalse kõne korpuse kontekstita üksiklauseid, ilma et nad teksti oleks näinud, ja otsustada, millise emotsiooniga iga lause puhul tegu on. Valida sai viha, rõõmu, kurbuse ja neutraalsuse vahel. Kõik testirühmad tundsid lause emotsiooni ära üle juhusliku valiku tõenäosuse, kuid erinevalt eestlastest ei olnud teised testirühmad emotsioonide tuvastamisel ühtsed. Osa lätlasi, rootslasi, taanlasi ja norrakaid pidas eesti rõõmu ja viha neutraalseks; itaallased ajasid viha segi neutraalsusega ja neutraalse rõõmuga; venelased ajasid rõõmu ja viha segi neutraalsusega ja neutraalse vihaga. Eesti rõõmu tundsid õigesti ära vaid itaallased ja eesti neutraalsuse lätlased, rootslased, taanlased ja norrakad. Eesti kurbuse tundsid seevastu ära kõik testirühmad ja seda ei aetud segi muude emotsioonidega. Seega, meie uurimuse tulemuste põhjal saab universaalselt äratuntud emotsiooniks pidada vaid kurbust. Võrreldes sugulaskeeli ja sarnaseid kultuure omavahel, ei näidanud meie uuringu tulemused, et keelesugulased tuvastaks kuuldud emotsioone ühtemoodi või et keelesugulus annaks sugulaskeelte emotsioonide äratundmisel eelise. Samuti ei saa meie uurimuse tulemuste põhjal kinnitada, et kultuuride sarnasus aitaks kaasa emotsioonide tuvastamisele.Märksõnad: emotsioonid, emotsionaalne kõne, taju, kultuuridevaheline, sugulaskeeled, Euroopa keeled

scholarly journals A methodology for forming international ship crews

2020 ◽  
Author(s):  
Н.В. Давыдова ◽  
В.И. Комашинский ◽  
И.И. Михаил ◽  
Д.Р. Худайназарова ◽  
В.П. Чернолес
Keyword(s):  
Cultural Values ◽  
Cultural Adaptation ◽  
Power Distance ◽  
Uncertainty Avoidance ◽  
Cross Cultural ◽  
Cross Cultural Adaptation ◽  
Multicultural Environment ◽  
Psychological Balance ◽  
Index Value ◽  
Different Cultures

Разработана методика формирования судовых команд из представителей стран с отличающимися культурами. Показано, что широкое представительство в таких командах граждан различных стран актуализирует проблему их адаптации к ранее неизвестной им культурной среде на судне. Сложность формирования подобных мультикультурных коллективов обусловлена сложностью снижения различий в культурных ценностях членов команды, неразработанностью в психологической практике судового коллектива принципов и средств кросс-культурной адаптации (ККА) членов команды для обеспечения психологического равновесия на эмоциональном, коммуникабельном и поведенческих уровнях в кратчайшие сроки. Рассмотрена динамика процесса ККА представителей различных стран в ситуациях нового социокультурного окружения. Предложена методика комплектования мультикультурных судовых команд, основанная на использовании культурных синдромов параметрической модели культуры Г.Хофстеде: «дистанция власти» (PDI – Power Distance Index); «коллективизм-индивидуализм» (IDV-Individualism Index Values); «избегание неопределенности» (UAI-Uncertainty Avoidacer Index); «маскулинность-фемининность» (MAS-Masculiniti Index). На основе вычисления интегральных показателей культур определены показатели: плохо, допустимо, приемлемо и хорошо совместимых представителей различных культур для работы в составе мультикультурной судовой команды. Практика использования разработанной методики показала существенное снижение уровней личностной и ситуационной тревожности в составе интернациональных групп. A methodology has been developed for forming international ship crews composed of representatives of countries with different cultures. It is shown that the wide representation of citizens of different countries in these crews actualizes the problem of their adaptation to a previously unknown multicultural environment on board the ship. The complexity of forming such multicultural crews is due to the complexity of reducing differences in the cultural values of crew members, the lack of development of principles and means of cross-cultural adaptation (CCA) of crew members in the psychological practice of the ship crew to ensure psychological balance at the emotional, sociable and behavioral levels within the shortest possible time. The dynamics of cross-cultural adaptation of representatives of different countries to a new socio-cultural environment is considered. A methodology for recruiting multicultural ship crews is proposed based on the use of cultural syndromes of G. Hofstede's parametric model of culture: “power distance” (PDI – Power Distance Index), “collectivism-individualism” (IDV – Individualism Index Value), “uncertainty avoidance” (UAI – Uncertainty Avoidance Index) and “masculinity-femininity” (MAS – Masculinity Index). Based on the calculation of integral cultural indicators, the indicators of poorly, tolerably, acceptably and well compatible representatives of different cultures for work as part of a multicultural ship crew are determined. The practice of using the developed methodology has shown a significant decrease in the levels of personal and situational anxiety within international groups.

Malvinas/Falkland Islands War: a look into ads

2019 ◽  
Vol 11 (2) ◽  
pp. 227-248 ◽  
Author(s):  
Juan Mundel ◽  
Yadira Nieves-Pizarro ◽  
Douglas Wickham ◽  
Melinda Aiello
Keyword(s):  
Cultural Values ◽  
Latin American ◽  
Armed Conflicts ◽  
Falkland Islands ◽  
Content Type ◽  
National Symbols ◽  
Time Period ◽  
Advertising Expression ◽  
The Times ◽  
Different Cultures

Purpose Little is known about patriotic appeals and Latin American symbols in ads. The purpose of this study was to content analyze Argentine and English print newspaper ads to examine how advertising expression and content differed in the two countries while they were fighting the Malvinas/Falkland Islands War. Design/methodology/approach A total of 3,707 ads were analyzed from La Nación and The Times from April 1, 1982, to December 31, 1982. Appeals, advertised products, cultural values and code-switching were studied. Findings The War resulted in marginal changes to advertising in Argentina and England. Interestingly, while the use of national symbols was scarce across both countries, Argentina accounted for the majority of the references to the war. A number of Argentine brands that adapted their names from English to Spanish are taken into account. Research limitations/implications By drawing comparisons to English ads, this paper illustrates the boundaries of strategies and appeals in two different cultures over the same time period. This study extends the literature on the use of advertising during periods of conflict. Practical implications This content analysis provides a look at the strategies, tactics and symbols used by print advertisers in Argentina and England during the War. Originality/value The study provides a depiction of advertising campaigns featured in Argentine and English newspapers during one of the most recent armed conflicts in South America. The study provides a summary of changes in advertising as a result of the War. In doing so, the paper extends the advertising literature to an understudied market.

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