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SPAIN
A D V 2 0 0 0 1 :A D V E R T I S I N G I S S U E S
Jemima CoxGeorgia Brown
Alice LongAmy Mikiloc
CONTENTS
Introduction...................................................................................................3
Cultural Values............................................................................................4
Stereotypes....................................................................................................7
Equality in the workplace & EmploymentRates...................................................................................................................8
Treatment towards LGBT community......................................9
Advertising to children.......................................................................10
Consumer Behaviour............................................................................12
Conclusion....................................................................................................13
References....................................................................................................14
INTRODUC
INTRODUCTIONS P A I N F O R F I F A 2 0 2 6
Even with a complex history full of
difficult times, Spain has developed
into the vibrant and culture-filled
country it is today with a population
estimate of 48 million (CIA, 2016). The
Spanish have one of the longest life
expectancies in the world and when
you visit this beautiful country you
will understand why.
This report is a preliminary
assessment of Spain, designed to
help the FIFA Executive Committee
consider Spain as a potential host for
the 2026 FIFA World Cup.
To give the Executive Committee an in depth understanding of Spain and it’s
people, the report will cover information regarding the country's cultural values, the
equality of the workforce and treatment of women, consumer attitudes,
stereotyping, attitudes towards the LGBT community and attitudes towards
advertising to children.
The reviewal and discussion of these topics will illustrate the way that Spain's’
culture could translate to other promotional culture internationally throughout the
World Cup, and ultimately, why it should be selected as the host country.
CULTURALVALUESSpain can be described as a passionate and soulful country. "The passions of
Spain's people are the fabric of daily life; this is a country with music in its soul.
(Lonely Planet 2016)". This passionate lifestyle of the Spanish locals makes it an
exciting and vibrant host nation for a major world event such as the FIFA World
cup. However, there is more to Spain than just soul and passion. To further
understand the cultural aspects of Spain’s society, an insight will be developed
using Hofstede’s six cultural dimensions.
Hofstede's dimensions help depict
how a country is run, each cultural
dimension looks into different
aspects of the workforce and social
lives of local residences.
The first dimension is Power distance, which simply looks at how individuals in
a community are not equal, and how the members of an organization who are
less powerful ‘accept that power is distributed unequally' (Hofstede 2016). With
a score of 57, Spain is seen to be ‘accepting of a hierarchical order’ (Hofstede
2016). This makes it an appropriate working environment for a major worldly
project such as the FIFA world cup.
Power Distance:
The second Dimensions shown is Individualism. This looks into ‘the
degree of interdependence a society maintains among its members’
(Hofstede 2016), more specifically it looks at how people define
themselves, whether it is ‘in terms of ‘I’ or ‘we’ (Hofstede 2016). With a
score of 51, Spain is considered is an individualist society, however,
compared to other European countries they are seen as relatively
collective,making them more appropriate than other European countries
to host the FIFA World Cup.
The Dimension of Masculinity looks into what drives a society. ‘A high
score (masculine) indicates that the society will be driven by
competition, achievement and success’ (Hofstede 2016). However, a low
score (feminine) means that the society values caring for others and
quality of life over success. A score of 42 shows that in Spain, ‘polarization
is not well considered or excessive competitiveness appreciated’
(Hofstede 2016).
The fourth Dimension is Uncertainty Avoidance, which simply describes
how society deals with the uncertainty of the future. With a high score of
86 Spain shows that members of their society ‘feel threatened by
ambiguous or unknown situations and have created beliefs and
institutions that try to avoid these situations.’ (Hofstede 2016) The FIFA
world cup would help the Spanish society implement a project that
could add some financial stability in the future, creating jobs for a large
portion of the population.
Individualism:
Masculinity:
Uncertainty Avoidance:
Long Term Orientation looks at how society’s link their past with dealing with
‘the challenges of the present and future’ (Hofstede 2016) with a score of 48
Spain is seen to live in the moment, without looking into to the concerns of the
future. However, a future project such as the 2026 FIFA World Cup could push
the Spanish culture into looking forward and accepting the challenges of the
future whilst still living in the moment.
Long Term Orientation:
Indulgence:
TThe last dimension shown in Hofstede’s cultural dimensions is Indulgence,
which looks at how individuals are raised and how it consequently affects their
‘desires and impulses.’ (Hofstede 2016) With a relatively low score of 44 Spain is
not seen as an indulgent society making them an appropriate host for the 2026
FIFA World cup.
STEREOTYPES“Stereotypes are characteristics ascribed
to groups of people involving gender,
race, national origin and other factors
(Kareem Nittle, 2016). Spain has many
strong stereotypes, including their love
for bullfighting, flamenco dancing,
sangria, fiestas and siestas (Chislett,
2014). All of these traditions are
extremely beneficial to Spain’s tourism
industry (with roughy 63 million tourists
visiting per year) and have great importance to the country's economy.
These aspects are all exciting and illustrate Spain’s fun (and not-so-serious side),
however, there is so much more to the people and the culture.
A common stereotype of the Spanish is their laid-back lifestyle which is often
misinterpreted as laziness. This perception is easily diminished once you
understand that working days in Spain simply run at later times, often beginning at
10am and finishing at 8pm. And contrary to what people think, not all Spanish have
siestas in the afternoon.
Hosting the 2026 FIFA World Cup would help Spain to break the stereotypes by
demonstrating that it can professionally coordinate such a large and renowned
event.
If the World Cup is held in Spain, there will be many exciting opportunities for
tourists to explore the Country and understand that there is much more depth
behind the stereotypes.
WORKPLACEEQUALITY Equality in the workforce is something that Spain has always worked towards
improving. With the implementation of laws, it is assured that Spain is continuously
working towards bettering its equality in the workforce. Some examples of the way
the Spain is working towards equality are:
A company with more than 250 employees needs to have an equality plan in place
which has been negotiated with the staff (Mondaq). This ensures that all members
of the company are aware of how the workplace needs to run, and the respect that
needs to be mutual between men and women in the workplace.
Article 28 of the Workers Statute states that ‘The employer is obliged to pay for a
work of equal value the same remuneration, paid directly or indirectly, and
whatever the nature of the work including the remuneration that is not considered
salary by Spanish legislation, without discrimination on the basis of sex in any of its
items or condition’ (Royal Legislative Decree 2/2015, of 23 October 2015).
Spain’s implementation of rules like this in the workplace has also lead to results. In
1978 less than 21% of women worked but this figure had risen to more than 40% by
2002 and 52% by 2011 (Gender Equality, European Commission).
Housing the 2026 FIFA World Cup would allow for the rest of the world to see the
equality that helps Spain thrive as a city. It also will possess the possibility to give
incentives to other countries who may not have the equality levels that Spain does,
to see how it can benefit a country. By promoting both men and women equally,
Spain would be the perfect place to experience the World Cup as the two sexes
prove how harmoniously they can exist in the workforce.
TREATMENTTOWARDS THE LGTBCOMMUNITYSpain is highly tolerant of the LGBT community. Spain declared gay marriage
legal in 2005 (Anderson, 2016). According to a Pew Research Center poll in 2013,
Spain was ranked the most gay-friendly country in the entire world (Anderson,
2016) and is praised for hosting some of the best gay parades on the globe. In
2012, Madrid hosted one of the largest gay parades with a reported 1.2 million
people in attendance making it one of the biggest worldwide, but there are also
notable parades in Barcelona, Valencia and Seville (Anderson, 2016). This makes
Spanish citizens highly accepting of the LGBT community.
Spain would be the perfect host for the 2026 FIFA World Cup because the citizens
are so open-minded and welcoming of the LGBT community, which could
influence other countries to act similarly. It will also give Spain a chance to
demonstrate to the world how advanced they are as a nation on homosexual
rights, unlike many countries fighting for equal rights
ADVERTISING TOCHILDREN
As part of the Spanish Constitution, children are protected and have
the right to receive information as long as it does not affect their
rights of honour, privacy and image (Volz et all, 2005). The Legal
Protection of Minors Act establishes that public bodies must be
careful to observe means of communication directed at minors (Volz
et all, 2005).
Advertising to children in Spain is very strict for food and beverage
products. The Spanish Self-Regulating Code for Food Advertising
Aimed at Children, also known as PAOS, was launched by the
Spanish Ministry of Health with the objective to reduce the
prevalence of excess weight and obesity (Abogados and Volz, 2016).
In Spain, minors are classified as anyone under 18 years old (Volz et
all, 2005). However, the Spanish Self-Regulating Code for Food
Advertising Aimed at Children is aimed at helping companies
manage their messages aimed at minors, especially children under
the age of 12 (Abogados and Volz, 2016). The code is directed at
companies and their consequences for public health and their social
repercussions, which is an objective shared by the World Health
Organisation (Abogados and Volz, 2016).
Advertising to children in Spain must be done
carefully and follow the Legal Protection of Minors
Act. Advertising directed to children must always be
careful not to exploit their naivety, immaturity or
natural credibility (Volz et all, 2005).
If Spain was to host the 2026 FIFA World Cup, there
would have to be considerable thought about
sponsorships that do not conflict with the Spanish
Self-Regulating Code for Food Advertising Aimed at
Children and the Protection of Minors Act.
Fortunately, this means that tourists who come to
Spain with their children for the FIFA World Cup can
be reassured that their children will not be taken
advantage of by any advertisements.
CONSUMERBEHAVIOURConsumers in Spain are more cautious and continuously look for money saving
opportunities, even while spending on necessities (Consumer Attitudes and
Online Retail Dynamics in Spain). According to AVIVAs 2013 consumer attitudes
survey, some statistics on Consumer Attitudes are:
19% of people have some form of investment piece
62% of people have savings
38% of consumers felt their current financial status had them ‘doing alright’
53% of consumer concerns were unexpected expenses like home repairs
60% of Spanish consumers have cut back on eating out
50% of consumers have cut back on entertainment
These statistics show that more than half of the population of Spain are
restricting themselves on simple pleasures. Housing the FIFA 2026 World Cup
would definitely boost Spain’s consumer morale, and bring some pleasure and
excitement back into the lives of the Spanish. By housing such a significant
sporting event, FIFA would be helping Spain to thrive economically and allowing
consumers to have a little bit of leeway in their spending and improving more
positive attitudes.
These attitudes also mean that Spain would be sensible in money expenditure
when hosting, ensuring that all of the money allocated for the World Cup is used
in the most sufficient and responsible way.
CONCLUSIONThis report has delivered a preliminary assessment of Spain to help FIFA
understand the different elements of the country which make it an
appropriate host for the 2026 FIFA World Cup. The report shows the cultural
aspects of the country as well as the role women play in society, consumer
attitudes, stereotyping and acceptance of the LGBT community. Aspects
such as stereotyping have helped describe how traditions are extremely
beneficial to Spain’s Tourism Industry. Research into equality and inequality
in the workforce has shown that hosting the 2016 FIFA World Cup would
allow for the rest of the world to see how the equality in the Spanish
workforce helps the city thrive and influence similar behaviours world wide.
All of the elements that have been covered in this report indicate that Spain
should ultimately be selected for the 2026 FIFA World Cup.
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