CULTURAL TRENDS AND ADVERTISING
Whether it’s the latest style of eyebrows on Instagram, or a beauty guru’s guide to the perfect everyday look, advertising companies are, essentially, the kid with their hand in the cookie jar. Currently, it’s not unusual for advertisers to target a consumer audience through promotional offers to individuals such as these. Open Instagram and you’re likely to find a dozen users with a large follower base promoting a product – from eyeliner, to foundation, concealers and blush, the makeup industry has taken over Instagram, and fashion and commercial goods is close at hand.
Living in a digital age, how consumers are exposed to products has drastically changed. You’re not safe from targeted advertisement. A simple Google search will spawn similar items, and in some cases, the exact item from different buyers. And something like this isn’t unusual in this day in age. We’ve become so accustomed to seeing ads pop up on our phone screen, proclaiming that we’ve won a free iPad, or offering discounts on products we had searched impulsively. How marketing advertisement works has changed significantly from what is once was.
Cultural influence is everywhere you look, even if you yourself aren’t aware of it. Because cultural acts as a framework of understanding, how we interact with those in our native cultural group is a seamless process, whereas interacting with those of differentiating cultures is difficult. Cross-culture does not apply to the same framework of native culture, which means that marketing strategist not only must find a way to present their product to their audience but do so in a way that is inclusive rather than exclusive. As Hans Magnus Enzensberger said, "Culture is a like dropping an Alka-Seltzer into a glass - you don't see it, but somehow it does something.”
The three things all advertisers must keep in mind is the language in the advertising, cultural values, and image.
The language used in most advertising, premise in consideration, is usually subtle with its persuasion. It is not in your face and demanding that you buy this product, but rather presenting it in a subtle manner. Next, the cultural value must be taken into consideration. It’s 2018 and sex is selling. “The relationship between sex and marketing is a winning combination for almost any business. However, if you don’t know how to use it, you’re risking putting off your potential customers.” (Magda Kay. Psychology for Marketers).
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