Bosch Reklamlarının Hofstede’nin Kültürel Boyutlarına Göre İçerik Analizi

Year 2024, , 288 - 313, 15.10.2024

Görkem Bir

https://doi.org/10.18094/josc.1468716

Abstract

Global pazarda faaliyet gösteren markaların reklam içeriklerinin oluşturulmasında uygulayabileceği iki strateji bulunmaktadır. Markalar, iletişimlerini standartlaştırarak uluslararası pazarda aynı veya çok benzer reklamları kullanabilmekte veya diğer stratejiyi temel alarak iletişimlerini ilgili yerel kültüre uyarlamayı tercih edebilmektedir. Reklamları ülkelere uyarlamak için ülkelerin diline, yaşam tarzına, normlarına ve değerlerine dair bilgi sahibi olmak gerekmektedir. Geert Hofstede’in kültürel boyutları, ulusların kültürel yapıları arasındaki farklılıkların ve bu yapıların davranışlar üzerindeki sonuçlarının incelenmesi anlamında önemli bir teorik çerçevedir. Bu çalışmada “Bosch” markasının global reklam kampanyası “Like A Bosch” ile kampanyanın Türkiye pazarı için hazırlanan “Tam bi’ Bosch” reklamı Hofstede’nin kültürel boyutları çerçevesinde incelenmiştir. Bireysellik-kolektivizm, güç aralığı, belirsizlikten kaçınma ve başarıya yönelik motivasyon boyutları çerçevesinde yapılan görsel ve metin bazlı içerik analizi sonucunda iki reklamda kullanılan reklam çekiciliklerinin ve ortaya konan değerlerin kültüre özgü farklılaştığı görülmektedir. Hofstede’nin kültürel boyutları, günümüzde reklamlardaki kültürel farklılıkların incelenmesinde önemli bir yere sahiptir. Dört boyutlu teorik çerçevenin yardımıyla incelenen iki reklamdaki uygulamalarda önemli farklılıklar göze çarpmaktadır.

Keywords

Global reklam, Global pazarlama, Kültürel boyutlar, Reklam çekicilikleri, Tüketici değerleri

Content Analysis of Bosch Advertisements According to Hofstede’s Cultural Dimensions

Abstract

There are two strategies that brands operating in the global market can employ in their advertising execution. Brands can either standardize their communication and use the same or very similar advertisements in the international market or they can choose to adapt their communication to the local culture. Adapting advertising to countries requires knowledge of their language, lifestyle, norms and values. Geert Hofstede's cultural dimensions are an important theoretical framework for examining the differences between the cultural structures of nations and the consequences of these structures on behaviors. In this study, the global advertisement campaign "Like A Bosch" of the brand "Bosch" and the advertisement "Tam bi' Bosch" prepared for the Turkish market are analyzed within the framework of Hofstede's cultural dimensions. As a result of the textual and visual content analysis conducted within the framework of the dimensions of individualism-collectivism, power distance, uncertainty avoidance, motivation towards success and achievement, it is seen that the advertising appeals used in the two advertisements and the values put forward differ culturally. Hofstede's cultural dimensions have an important place in analyzing cultural differences in advertisements today. With the help of the four-dimensional theoretical framework, significant differences stand out in the execution of the two advertisements analyzed.

Keywords

Global advertising, Global marketing, Cultural dimensions, Advertising appeals, Consumer values

References

• Özsomer, A., & Simonin, B. L. (2004). Marketing program standardization: A cross-country exploration. International Journal of Research in Marketing, 21, 397-419.
• Aktuğlu, İ., & Eğinli, A. (2010). Küresel reklam stratejilerinin belirlenmesinde kültürel farklılıkların önemi. Selçuk İletişim, 6(3), 167-183.
• Albers-Miller, N. D., & Gelb, B. D. (1996). Business advertising appeals as a mirror of cultural dimensions: A study of eleven countries. Journal of Advertising, 25(4), 57-71.
• Balabanis, G., & Diamantopoulos, A. (2016). Consumer xenocentrism as determinant of foreign product preference: A system justification perspective. Journal of International Marketing, 24(3), 58-77.
• Bosch. (2024). Company overview. Bosch Web Sitesi: www.bosch.com/company/ adresinden alındı Budd, R. W., Thorp, R. K., & Donohew, L. (1967). Content analysis of communications. New York: The Macmillan Company .
• Calabrese, A., Guendalina, C., Costa, R., & Francesca, D. P. (2015). Global market and commercials: Understanding cultural diversities. Knowledge and Process Management, 22(3), s. 167-179.
• Campaign Türkiye. (2019). Bosch ürünleri sizi kendi hayatınızın patronu yapıyor. www.campaigntr.com/bosch-urunleri-sizi-kendi-hayatinizin-patronu-yapiyor adresinden alındı
• de Mooij, M. (2019). Global Marketing & Advertising: Understanding Cultural Paradoxes. Londra, İngiltere: Sage.
• de Mooij, M., & Hofstede, G. (2010). The Hofstede model: Applications to global branding and advertising strategy and research. International Journal of Advertising, 29(1), 85-110.
• Dow, D. (2005). Adaptation and performance in foreign markets: Evidence of systematic under-adaptation. Journal of International Business Studies, 37, 212-226.
• Filipovic, J. (2023). Television food ads aimed at children in South-Eastern Europe: Cultural outlook and implications. Journal of Retailing and Consumer Services, 75, 1-7.
• Gammoh, B. S., Koh, A. C., & Okoroafo, S. C. (2020). Positioning strategies of high-tech products: Cross-cultural moderating effects of ethnocentrism and cultural openness. Journal of Product & Brand Management, 29(3), 369-385.
• Gathke, D., & Westjohn, S. A. (2012). Effectiveness of absurdity in advertising across cultures. Journal of Promotion Management, 18(4), 393-413.
• Han, S. P., & Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of Experimental Social Psychology, 30, 326-350.
• Hoffman, S., Schwarz, U., Dalicho, L., & Hutter, K. (2014). Humor in cross-cultural advertising: A content analysis and test of effectiveness in German and Spanish print advertisements. Social and Behavioral Sciences, 148, 94-101.
• Hofstede, G. (2001). Culture's Consequences: Comparing values, behaviors, institutions and organizations across nations. California, Thousans Oaks: Sage.
• Hofstede, G. (2011). Dimensionalizing cultures: The hofstede model in context. Online Readings in Psychology and Culture, 2(1), 1-26.
• Hofstede, G., Hofstede, G. J., & Minkov, M. (2010). Cultures and organizations: Software of the mind. McGraw Hill.
• Hong, J. W., Muderrisoglu, A., & Zinkhan, G. M. (1987). Cultural differences and advertising expression: A comparative content analysis of Japanese and U.S magazine advertising. Journal of Advertising, 16(1), 55-62.
• Hsieh, H.-F., & Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15(9), 1147-1288.
• Jung Von Matt. (2019). Transforming one of the world's biggest tech brands-Likeabosch. www.jvm.com/work/bosch-like-a-bosch adresinden alındı
• Krippendorff, K. (2003). Content analysis: An introduction to its methodology. Thousand Oaks, CA: Sage. Leiss, W., Kline, S., & Jhally, S. (1997). Social communication in advertising. New York: Routledge.
• Liu, Y., Weiting, T., & Tsai, W.-H. S. (2017). Global versus local consumer culture positioning in transitional market: Understanding the influence of consumer nationalism. International Journal of Strategic Communication, 11(4), 344-360.
• Mandler, T., Bartsch, F., & Han, C. M. (2021). Brand credibility and marketplace globalization: The role of perceived brand globalness and localness. Journal of International Business Studies, 52, 1559-1590.
• Nair, P. S., & Ramakrishnan, C. (2016). Effect of hofstede's dimensions on skin care advertising at the micro level: A content analysis of olay's Indian and U.S digital ads. Proceedings of the International Conference on Advances in Computing, Communications and Informatics, (s. 1496-1502).
• Ng, S., Faraji-Rad, A., & Batra, R. (2021). Uncertainty evokes consumers' preference for brands incongruent with their global-local citizenship identity. Journal of Marketing Research, 58(2), 400-415.
• Rambocas, M., & Narsingh, S. S. (2022). Impact of perceived brand localness and globalness on brand trust to predict customer responses towards retail banks: The case of Trinidad and Tobago. International Journal of Bank Marketing, 40(4), 701-723.
• Rehman, A. u. (2021). Consumer's perceived value of luxury goods through the lens of Hofstede cultural dimensions: A cross-cultural study. Journal of Public Affairs, 22, 1-12.
• Riefler, P. (2020). Local versus global food consumption: the role of brand authenticity. Journal of Consumer Marketing, 37(3), 317-327.
• Ritzer, G. (1983). The McDonaldization of Society. Journal of American Culture, 6(1), 7-100. Ruanguttamanun, C. (2023). How consumers in different cultural backgrounds prefer advertising in green ads through Hofstede's cultural lens? A cross cultural study. Global Business and Organizational Excellence, 43(1), 35-52.
• Sarıtaş, A., & Öztürk, M. C. (2018). Kültürel boyutlar kuramı değerlerinde değişim: Türkiye'nin krizlere verdiği tepkilerin sorgulanması. Selçuk İletişim, 11(1), 125-145.
• Schmidt-Devlin, E., Özsomer, A., & Newmeyer, C. E. (2022). How to go glocal: Ombi-brand orientation framework. Journal of International Marketing, 30(4), 1-20.
• Schwarz, S., Kochnan, C., & Schunk, H. (2018). 7th Annual International Conference on Journalism and Mass Communications . Culture and its expression in brand communication: Results of a pilot study based on examples of US and Chinese advertising , (s. 52-56).
• Schwarz, S., Kochnan, C., & Schunk, H. (2018). Culture and its expression in brand communication: Results of a pilot study based on examples of U.S and Chinese advertising. Proceedings of the 7th Annual International Conference on Journalism and Mass Communications, (s. 52-57).
• Sharifonnasabi, Z., Bardhi, F., & Luedicke, M. K. (2020). How globalization affects consumers: Insights from 30 years of CCT globalization research. Marketing Theory, 20(3), 273-298.
• Steenkamp, J. B., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65.
• Stemler, S. E. (2015). Content analysis . Emerging trends in the social and behavioral sciences: An interdisciplinary, searchable and linkable resource, 1-14.
• The Culture Factor Group. (2024). Country comparison tool. www.hofstede-insights.com/country-comparison-tool adresinden alındı
• Usunier, J. C., & Lee, J. A. (2009). Marketing across cultures. Pearson Education.
• Usunier, J.-C., & Ghislaine, C. (2007). Product ethnicity: Revisiting the match between products and countries. Journal of International Marketing, 15(3), 32-72.
• Vasileios, D., & Diamantopoulos, A. (2016). How product category shapes preferences toward global and local brands: A schema theory perspective. Journal of International Marketing, 24(4), 61-68.
• Weinberger, M. C., & Spotts, H. E. (1989). Humor in U.S versus U.K tv commercials: A comparison. Journal of Advertising, 18, 39-44.
• Winterich, K. P., Gangwar, M., & Grewal, R. (2018). When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements. Journal of Marketing, 82(3), 70-86.
• Wong, H. Y., & Merrilees, B. (2007). Multiple roles for branding in international marketing. International Marketing Review, 24(4), 384-408.
• Zandpour, F., Campos, V., Catalano, J., & Chang, C. (1994). Global reach and local touch: Achieving cultural fitness in tv advertising. Journal of Advertising Research, 34(5), 35-63.