International Advertising - Chapter 9

The correct answer is "price." In the context of economy appeal, price refers to the cost or monetary value of a product or service. Economy appeal typically implies that the product or service is affordable or provides good value for money. Therefore, price is the most suitable option as it directly relates to the economic aspect of the appeal.

Appeals in advertising refer to the persuasive techniques used to attract and convince consumers. The central message is the main idea or theme of the advertisement, which aims to capture the attention and interest of the target audience. Price is an appeal that emphasizes the affordability or cost-effectiveness of the product or service being advertised. Quality is another appeal that highlights the superior features, performance, or reliability of the product. Product expensiveness is also an appeal that may be used to target a specific market segment seeking luxury or prestige. Therefore, the correct answer includes all of these appeals.

Value paradoxes in advertising refer to situations where conflicting values are promoted or emphasized in the same advertisement. In this case, the correct answer includes equality, freedom, and expressions of IDV (individualism). These paradoxes can occur when advertisers try to appeal to different target audiences or when they want to convey multiple messages simultaneously. By highlighting equality, freedom, and expressions of IDV, advertisers may aim to attract consumers who value these principles, but it can also create tension or confusion among those who perceive contradictions between these values.

In MAS+, success is considered "showing off." This indicates that in this particular context, success is associated with flaunting one's achievements or possessions. It suggests that individuals in MAS+ prioritize outward displays of wealth and accomplishments as a measure of success.

PDI+ (Appeals Power Distance) refers to a cultural dimension that focuses on the distribution of power and the extent to which individuals accept and expect power inequalities in society. In this context, the correct answers are boss must show status, respect for boss, older advise younger, and children remain dependent. These options align with the concept of power distance, where individuals in high power distance cultures value and respect authority figures, expect hierarchical relationships, and have a strong emphasis on age and status.

Audi is the correct answer because their advertisement campaign called "FEM-MAS" encouraged viewers not to show off. This campaign aimed to challenge the traditional gender roles and stereotypes associated with luxury car ownership. By promoting humility and focusing on substance over style, Audi urged viewers to prioritize authenticity and individuality rather than flaunting material possessions.

In Italy, the traditional gender roles often dictate that women are responsible for housework while men take on a more advisory role. This cultural expectation is deeply ingrained and has been passed down through generations. Therefore, it is most likely that the scenario described in the question, where a woman does the housework and a man advises, would commonly occur in Italy.

In France, it is a common stereotype that men do the housework while women provide advice. This stereotype is rooted in traditional gender roles and societal expectations, where men are seen as the primary breadwinners and women are expected to take care of the household. However, it is important to note that this is a generalization and may not be true for every household in France.

This question is asking for characteristics that apply to Low Appeals Uncertainty Avoidance. Low uncertainty avoidance refers to a culture or society that is comfortable with ambiguity, uncertainty, and risk-taking. The given answer choices all align with this concept. "Not well groomed - understatement" suggests that individuals in low uncertainty avoidance cultures may have a more relaxed attitude towards personal appearance and may downplay their achievements or abilities. "Result orientation" indicates a focus on outcomes and achieving goals rather than strict adherence to rules or processes. "Responsive to benefits" suggests that individuals in low uncertainty avoidance cultures may be motivated by rewards or incentives. "Humor" indicates that humor may be valued and used as a way to cope with uncertainty or tension. "Pearl drops" is not clear and does not seem to fit with the concept of low uncertainty avoidance, so it is not a correct choice.

most concepts do not travel because they are misunderstood or rephrased differently.

COO stands for "country of origin." It refers to the country where a product or service was manufactured, produced, or originated from. This term is commonly used in international trade to provide information about the source of a product. By indicating the country of origin, consumers can make informed decisions based on factors such as quality, reputation, and potential import restrictions.

The correct answer is "country of origin" because when an appeal travels to a certain extent, it is often influenced by the culture, values, and traditions of the country from which it originated. The country of origin plays a significant role in shaping the appeal and its effectiveness in different cultural contexts.

Quality cars comes from Germany and Japan.

Whiskey is most commonly associated with Scotland. Scotland has a long history and tradition of producing whiskey, and it is considered one of the top whiskey-producing countries in the world. Scotch whiskey, specifically, is known for its distinct flavor and quality. Therefore, it is reasonable to conclude that Scotland is the correct answer in this context.

The given list consists of countries, and the term "Perfume - (COO)" suggests that the answer should be the country which is known for its production or association with perfume. France is renowned for its perfume industry and is often referred to as the perfume capital of the world. Therefore, France is the correct answer.

Humor is often specific to a particular culture and relies on shared knowledge, experiences, and social norms within that culture. It may not be easily understood or appreciated by individuals from different cultural backgrounds. Therefore, the correct answer is "culture bound," indicating that humor is tied to a specific culture and may not translate well across different societies.

British humor is based upon anti-authoritarianism