Open AccessThe International Advertising Framework in the Covid-19 CrisisCase Study in Germany, Italy, Spain and United Kingdom
Author(s) -
A. García-García
Publication year - 2021
Language(s) - English
DOI - 10.47363/jmm/2020(3)128
Subject(s) - recall , advertising , transculturation , hofstede's cultural dimensions theory , covid-19 , phenomenon , cultural diversity , sociology , political science , psychology , business , social psychology , cognitive psychology , medicine , physics , disease , pathology , quantum mechanics , infectious disease (medical specialty) , anthropology
Transculturation describes the phenomenon of merging and converging cultures. Quantifying culture in advertising helps to define the relevant emotional palette a brand can use with a particular audience, as emotions are often conveyed by culture and drive engagement, brand recall and purchase intent. What is more, International Advertising strives for being more cost efficient by merging cultures despite if their own idiosyncrasies. Framed in the Worldwide COVID-19 crisis and the divergent country responses to it, we used the Hofstede method to affirm that the only way to drive engagement, brand recall and purchase intent in International Advertising is plotting countries with similar cultural imaginary.