CULTURES INFLUENCE ADVERTISEMENT IN A COUNTRY

There is a quote by Henry Ford who says, “Be inspired, but don’t copy.”
(https://www.google.co.id/search?q=advertising+quotes&client=ms-android-
samsung&prmd=inv&source=Inms&tbm=isch&sa=X&ved=0ahUKEwjU9bCgv4fXAhWIK
Y8KHQY2DNAQ_AUIEigB&biw=360&bih=560#imgrc=eqGhO5Ooasoj-M:) Based on the quote, it tells us that we can inspired by other people’s creatures but we have to be more
creative. The quote is suitable with the things that the writer wants to analyze, namely
advertisement. Based on Merriam – Webster Dictionary, “Advertisement is something (such
as a short film or a written notice) that is shown or presented to the public to help sell a
product or to make an announcement.” The writer will analyze about advertisement from
same product and same company, but in different countries.

Make an advertisement is about make puns to attract people’s interest. To capture
people’s interest is not easy, because we should know their needs. Actually, people’s needs
must be different each other so it would be a challenge for advertisers to make advertisement
which can include everyone’s needs or they have to update their advertisements periodically
because we know that people’s needs must be always fluctuate depend on their situations. A
company definitely will make a different advertisements in different countries although the
product that its avdvertise is totally same. It is because the cultures in those countries are
different and the targets of the advertisements are also different. The writer will analyze
advertisements of a cheese product, namely The Laughing Cow which advertised in
Switzerland and England. First, the words which written in the product and the second is how
the way the advertise the product.

First, the words which written in the product. Even though it is the same product and
from the same company but actually there is a difference in its physically. In The Laughing
Cow cheese in Switzerland, there are words “Creamy Swiss”. For the example, “Original
Creamy Swiss”, “Light Creamy Swiss” and “Garlic & Herb Creamy Swiss” but none for The
Laughing Cow cheese in England, it is just “Mini Cravings Cheddar, Smoked Cheese, Blue Cheese”, “Mini Cravings Ham & Herb, Garlic & Herb, Three Cheese” and “Mini Cravings Onion, Goat Cheese, Salmon & Dill”. Based on “General Characteristic of The Swiss Market” article, Switzerland is a small country which best-known as the best export of chocolate and cheese. And for the Swiss themselves, cheese is their basic needs even their staple food. So, the explanation above tells us that by there are words “Creamy Swiss” in its product, Switzerland wants to assert that it uses their original cheese which famous and popular and also by using its own resource, it can increase its income.

The second is how the way the advertise the product. In Switzerland, cheese is their
basic needs. Swiss eats cheese before, the moment and after eating and almost their cuisine
using cheese as the material. The Laughing Cow cheese advertisement in Switzerland
describe cheese as a snack which means it is relate to their culture that Swiss using cheese as
their snack. It is different with Britisher which do not use cheese as their basic needs.
Britisher populer with their traditional middle-class diet which they usually eat in the midday.
For some people, they eat cheese rarely. They more often to eat meats, fish, vegetables and
fruits because of their diet. That is why in the The Laughing Cow cheese advertisement in
England, they did clearly make the cheese itself as a snack or staple food and there are more
animation in that advertisement.

Based on explanation above, the point of this essay is cultures in a country will
influence a company to make advertisement in that country. To attract audiences’ interest,
advertisers have to find the suitable word, vision, and animation. What is written in the
product and how the advertisers advertise their product will influence the audiences’ mind. If
it is not match with the cultures and habits in one country, then it would be hard to attract
audiences’ interest.

APPENDIX
1. https://m.youtube.com/watch?v=o2WWwr5iTi4
REFERENCES
1. Swiss – Serbian Chamber of Commerce. General Characteristics of The Swiss
Market. Retrieved October, 24 2017 from the Swiss – Serbian Chamber of
Commerce website: www.sscc.rs/swiss-market/general-characteristics-of-the-swiss-
market/
2. City - Data Forum. England. Retrieved October, 24 2017 from the City - Data
Forum website: www.everyculture.com/Cr-Ga/England.html