By: Sergey Mamaev
Any advertising begins with an extensive analysis of a consumer audience. Advertising companies use local knowledge from within their target countries to ensure that what they are saying is not only correct but culturally acceptable. This entails tailoring creative concepts to allow for subtle variations in attitude and culture from country to country. I examined international job service provider Monster. It “helps you explore the possibilities and find the opportunities that are right for you” in 25 countries around a world. The American resource, monster.com, offers on the first page “Save $50 on a single job posting today!” The German monster.de poses on the front page “Wählen Sie aus mehr als 7.000 Traumjobs in Deutschland” (Choose from more than 7.000 dream jobs in Germany). The difference is here.
People are different in the USA and Europe. They listen to different music, watch different movies, read different books. It depends on your upbringing. It is an epoch-making part because they had different historical ways. But people have the same human characteristics therefore advertising also uses the same means and ways to attract consumers in the USA and Europe. Most useful images for advertising are sexy women, funny children, and dogs. Here, Americans and Europeans are identical.
Advertising is a modern art and includes in itself a lot of delicate instruments from other areas of knowledge and science. A person who creates advertising can use various approaches, ideas and incarnations, but he must always consider the audience where the advertising will be applied.
About the Author: Sergey Mamaev is a Search Engine Optimization (SEO) Expert, Internet Programmer and Webmaster/Designer; AzNet LLC Founder and CEO.
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