ZANZIBAR UNIVERSITY

CULTURE AND ADVERTISING

MEDIA

What is Culture?

• The term culture often is difficult to define because it is used in at least two distinct ways in modern society.

• If someone is interested in aesthetics, culture refers to everything that is refined or the very best that society has to offer, especially in fine arts dance, drama, literature, music, and the visual arts. In this sense, culture is an elitist term.

What is Culture?

• However, anthropologists and sociologists define culture more broadly: culture is everything that goes on around individuals as part of everyday living.

WHAT IS ADVERTISING?

WHAT IS ADVERTISING?

THE DEFENSE OF ADVERTISING

• Industry has laid itself open to criticism in the past by not assigning a high enough priority to ethical considerations. Such criticisms are mainly:

• Show Window": • Materialism• Manipulation• Artificial Needs": • Too Much• Offensive

social and economic effects of advertisingOne survey studied the work of some of the most significant

scholars in the humanities and social scientists who have written on advertising's social and cultural consequences. Their views are:

• Sociologists see it as establishing role models and as impacting social behavior.

• Anthropologists view it as ritual and symbols, giving meaning to artifacts and other objects.

• Educators are concerned with its influence on child development, and

• Communication scholars often equate it with propaganda and analyze its role within the mass media and its influence on the media.

• Psychologists think advertising is a source of learning or conditioning.

FORMS OF ADVERTISING

• Outdoor Advertising• Product Advertising• Specialty advertising• Reminder Advertising• Advocacy Advertising• Direct-Mail Advertising• Institutional Advertising• Cooperative Advertising• Comparative Advertising• Informational Advertising

Culture and Advertising

• The success of any advertising campaign is based on the advertiser’s knowledge and perfect understanding of the general characteristics, behaviour, rites, ritual, values, and beliefs of the target group.

• Culture affects advertising on two levels; • First, at the level of conception and creation of the

advertisement, and• Second at the level of the consumer and his purchase

of the advertised product (Nwagbara2002).

MAIN FORMS OF MEDIA

• PRINT MEDIA (newspapers and magazines)• BROACAST(Radio , TV and cable TV)• OUTDOOR(Billboards , street furniture ,Transit)• INSTORE(Point of purchase and Packaging)• NEW MEDIA(Internet ,Digital TV and CD-ROM)• OTHERS

REVIEW FROM DIFFERENT STUDIES

• CHILDREN AND TELEVISION MEDIA• “A national study carried out in Norway of 8-

14-year-olds, revealed that children, unlike adults, will not change channels or goes and does something else when the advertisements come on”. This is true regardless of how often the children have already seen the advertisement.

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• Influence of advertising on child’s life• It has been said that” Children in Western

Europe are exposed to thousands of television commercials per year” ( Axel Edling). But no child asks for thousands of products. Children, like adults, are highly selective in what they attend to on television and even more finicky – choosing products.

• Those who support the burning of outdoor advertising believe that 'Adverts are not there to inform but to sell one thing: unhappiness.' (Bristol).

• About in different countries outdoor have been burnt such as in São Paulo in Brazil, a city of 20 million people, has banned all advertising in public places.

Ban outdoor advertising

Ban outdoor advertising

• In the US, the states of Vermont, Maine, Hawaii and Alaska all have restrictions, as do some 1,500 towns across the country.

• Auckland in New Zealand and Chennai in India have bans and Paris recently cut outdoor adverts by 30% and banned all adverts within 50 meters of school gates

COMMENTS FROM GROUP

• RELIGION• Based on religion perspective from short survey we

did, we have found that in Zanzibar many of ads concerning the alcoholic consumption are neglected i.e. people are not paying attention by most of really Muslims since it go against their belief.

• LANGUAGE: ads communicated in different languages affect the consumption behaviour of consumers.

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• In Zanzibar some people are not affected by the language used to communicate the advert or something written in foreign language. What they need is a product not words and therefore does not affect their consumption behaviour.

• On the other hand of Chinese people (WACHINA) the story is different from Zanzibaris. One who need to advertise his product or sells to Wachina he need to do it using their language since they cannot purchase the products.

EFFECTS OF ADVERTISING ON PURCHASING BEHAVIOUR

• There are some groups of people in Zanzibar who buy the products without seeing or looking at ads.

• Once they need a product they just go straight to the shop or ask where the product can be obtained and purchase the product. Therefore, advertisement does not influence/affect their purchasing behaviour rather than their needs and preferences.

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• Lastly, from experience we have found that most of Zanzibaris do not pay attention on ads and

• Some of them they switch to other channels when ads are shown on TV and especially children.

• The same case is in watching movies or films. Some people do not like looking on ads passes before film /movie starts or in intermission. When happen they keep pressing the forward button just to see the movie or continue another part of the film

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• However, there is a group of few people in Zanzibar who are known as early adaptors .these are the people who are the first to test/buy a new product when inter in the market. Therefore, these people always look for the ads to see the new products

END OF PRESENTATION

THANK YOU FOR YOUR ATTENTION