The Impact of Cultural Capital on Advertisement

The touch on of Cultural Capital on pressment Class Professor *** Name Date Overview The French sociologist bang-up of South Dakota Bourdieu premier proposed the concept of ethnical working swell. Since the 1980s, social capital has become a customary concept in umteen disciplines touch and analysis of of import starting point. Hofstede (1980) published a study in the field of hea because significance of the research results. In 1980s, scholars did a large number of cross-cultural consumer behavior ground Hofstedes cultural construct.After the 1990s, globalization and technological variation in the joint action, cultural issues in each(prenominal) areas of food marketing, reflected in only directions, the impact of cultural capital on advertisement journals were seen ein truthwhere. Advertising. The word of strange origin, derived from the Latin word Adteurture its basic meaning is the meaning of attention and attain the latter evolved into the English linguistic process Advertise. In recent years, advertise fills of peoples lives. From the televisions ads, newspapers ads, out-of-door walls ads, to the network, advertising are seen every where.But in dissimilar cultural background, consumer values, employment patterns and consumer behavior are unalike. Cultural capital has a deep impact on advertising, which cannot be igno flushed. Todays society is in economic globalization all the advertising companies cannot separate from cultural capital. We need to know when planning to advertise the nations culture, and culture types, this is the ads, predictable. Cultural capital has three subtypes incarnate, objectified and institutionalized. (Bourdieu, 1986). According to three different types of cultural capital.Below, I will talk about my type of advertising of these three different effects. Embodied cultural capital Embodied cultural capital is embedded in the individuals cultural capital. One of the most substantial parts is the langua ge of the capital. Linguistic capital, defined as the mastery of and congeneric to language, can be understood as a form of embodied cultural capital in that it represents a means of communication and self-presentation acquired from ones skirt culture. (Bourdieu, 1990) A hundred years ago, an American visited a Chinese authorities military officer and his wife.First meeting, the American praised the officers wife was very beautiful. The officer replied Where, where. The American did not escort, thought and answered from the top to the bottom. The officer still verbalise Where, where. The American got confused. From this story is easy to see cultural shuck when Chinese people are praised, they often reply where as a crushed answer meanwhile, Americans say thank you. In advertising design should to a fault consider this factor. For example, white elephant is a battery brand they first translated their companionship arouse into English White Elephant directly, scarce und ercoat poor sales.Later, they realize that white elephant in some countries is considered to be useless things. Who will bargain useless things? With the lion was sent to the company described as a powerful force. They renamed their company Brown Lion, meaning the battery is strong, powerful. gross revenue really improved. In the study of language and culture, The Chinese company Haier was a successful story when it founded in China. The first time the company was called qindao-libohaier, then before entering the international market, it changed its name to haier, a catchy name is not only simple to speak, just now alike share the comparable pronunciation with higher.Language is the important tool of culture and communication. Languages of different ethnic groups also showed different moods of ciphering. It is this difference that has cultural differences, but it also constitutes an obstacle to advertising. However, in various languages, the same concept can be used to expl ain things or title meaning. Further more(prenominal), it is this commonness for different cultures that provides a stern for communication. In the design of advertisement, the use of this commonness can withstand the advertising language have less effective results. Objectified cultural capital Objectified cultural capital consists of physical objects that are owned, such as scientific instruments or works of art. (Wikipedia) These cultural products can be transferred to economic capital such as Physical nature, in advertising design, mainly in aesthetic taste, business negotiations, consumption patterns, new product development and packaging, the trick range on the part of Objectified cultural capital. Today, change is called a universal language it shapes the character and not only has the function to open up markets, but also has great promotional role.For example, red has been accepted in many countries, especially Asian countries such as China, Japan, Korea, India, in the festive activities. In these countries, streets and peoples houses are decorated with red as the main colors red ornaments are also very popular. But in Germany, people do not like red. A Chinese red package for fireworks that was exported to Germany was once slow moving. After a survey, the fireworks company found that consumers in German feel insecurity from red, then they changed the package color to gray.Sales increased sharply as a result. In the United farming and the United States, gold and yellow-bellied are symbols of honor and loyalty, so they are the favorite colors of men. In the United States, a yellow taxicab is the most popular meanwhile, Kodaks film is also known for its yellow packaging, but in Japan, yellow sometimes has the meaning of morbid or unhealthy. Thus, yellow for Japanese men is a taboo color. The color of culture may have different advertising effectiveness. Institutionalized cultural capitalInstitutionalized cultural capital consists of institutiona l recognition, most often in the form of academic enfranchisement or qualifications, of the cultural capital held by an individual. (Wikipedia) Social structure affects the way people interact and their consumption patterns. Advertising design should be based on the country or region depending on the application of different social structure, market segmentation, product positioning. Family size and background, education, income, occupation, social class belongs to the division.In inwardness Eastern countries, the average family unit is the family, including parents and children, family size lot, so advertising the revolve around should be on family. Otherwise, a countrys general education level of the factors that stop a lot of advertising. In some countries more than 70% of the universe is illiterate text ads apparently will not have very good market, its design means it should make more use of image-based. Supplements Beside capital of South Dakota Bourdieus three subtypes of Cultural Capital, cultural capital of the advertising I think there is another important effect the timeliness.Different countries and nationalities have their own forms of conventional festivals and celebrations. Chinas traditional festivals are the Spring fiesta, and Mid-Autumn Festival. Europe and many countries have Easter, Thanksgiving, and Christmas. in that respect are many different areas of the world with various cultural festivals. Festival time and content are different, but shopping during the holiday assuage often peaks. This is also advertising the best time, so designers should know in advance the situation festival, to seize the opportunity. Another example,product arrangement is very popular in recent years.The film industries, and the market, continue to develop product placement is bound to become more common. The film itself is a cultural product, in addition to its own original entertainment features advertising has become a special carrier. Each film has its own schedule, so people die hard to focus on the film that will be fixed in time or the first round of the premiere broadcast. Indeed, in the first release, the audience is full of curiosity with novelty, we look forward to most, when most concerned about it should be the best advertising time. SummaryCultural ties and capital have been associated for more than 20 years. Numerous cases demonstrate the importance of cultural capital. Advertising should conjoin the laws of the market. The advertising industry is a cultural industry culture is the basis for the development of the advertising industry. A national culture based on advertising will be a healthy campaign. Design should understand the culture of the international market, and according to their cultural analysis of advertising, production, adjust to break off meet the target country markets, to meet the needs of the international market of consumers.