CONVENTIONS OF REPRESENTATION: Conventions of representation influence advertising, packaging, brand name and logo. By challenging these conventions a brand wishes to distinguish itself from the way its competitors manifest themselves. Whether this challenge is successful depends on the solidity of each convention and the value it provides to consumers. Advertising Advertising is full of conventions, which make it easy for consumers to understand and relate to adverts. Powerful players or market leaders in a category will generally write the rules regarding advertising concepts. In Japan, television commercials for beer – for example for Asahi Super Dry – tend to finish with a scene of a man downing a glass in one go with audible gulps, followed by a loud ‘Ahhh’. The scene is actually rather offputting to non-Japanese, but appealing to Japanese consumers. The scene to them conveys the refreshing and drinkable qualities of the particular beer brand. De Mooij (1998) provides the example of television advertising for detergents, which generally feature mother and daughter pairs. In southern European ads, the elder woman usually instructs the younger one, while in northern Europe, the roles are usually reversed. De Mooij ascribes these differences to a value dimension called power distance, first described by Hofstede (1991) as the degree to which less powerful members of a society accept that power is distributed unequally. We have been reviewing the book GLOBAL BRAND,let us know if you need a copy of it!! cheers!
Posted on: Fri, 31 Jan 2014 14:33:58 +0000
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