Hi/Lo Culture

For this blog post I will be finding ads that reflect each of the Hofstede dimensions. I will only be going into slight detail about what each dimension is, because they have already been explained in a previous blog post. I will be more focused on making the connection between the advertisement and the specific dimension. Most of these advertisements are from Guinness. Guinness serves as a good basis when looking at examples of good advertisement. It interesting to note the variety of different Guinness ads, yet they all serve a specific purpose and relate to the Hofstede dimensions. 

                    

Ireland scores a 40 in PDI (power distance). This score is low, and means that there is a higher focus on equality of rights and independence. This advertisement is for a medical centre. I found this ad in an Irish magazine. The main selling point of this ad is "Treating active people of all ages". This centre is not just for premier athletes, but is accepting any average person who needs some sort of medical attention. This organization wants the public to know that anyone is welcome, no matter what  your age is. They accept all sorts of people, and will not turn you away. This reflects the 40 that Ireland scores in PDI.

Ireland scores a 70 in IDV (individualism/collectivism). This score is very high, showing that Ireland is a very individualistic culture. Individual decisions are valued much more. This Heineken ad is one that is saying their product is a gateway to socializing and meeting new people. I am actually surprised at this ad, seeing how Ireland is more of an individualistic culture. This ad is reflecting more of a collectivistic view. However, the reason this ad is able to still be successful despite Ireland scoring a 70 in IDV, is because the popularity of bars and alcohol in Ireland is extremely high.

Ireland scores a 68 in MAS ( masculinity/femininity). This higher scores means that the population of Ireland is more of a masculine one than a feminine one. This advertisement for Guinness targets the masculinity of the people of Ireland. This ad is saying that Guinness gives you strength, and it shows a very strong man carrying a metal beam. Because of the 68 that Ireland scores in this category, it makes this advertisement a more convincing one. This ad would have much less success if it were displayed in a country with a low MAS score.

      Ireland scores a 35 in UAI (uncertainty avoidance). This means that members of this culture tend to hide their emotions better. People are more likely to accept imaginative things and creative/new ideas. This advertisement is claiming that drinking a Guinness is actually good for you. Although beer does have some beneficial properties ( when consumed in moderation), the advertising for this point is highly exaggerated. However, since Ireland scores only a 35 in this dimension, this advertisement is actually a very clever one.

     Ireland scores a 43 in LTO ( long-term orientation).  They would be more focused on short-term orientation and respect for traditions and gifts. This advertisement is reaching out to people telling them that they deserve a reward right away. This advertisement is telling people to take a break from their hard work, and to enjoy a nice pint of beer. This attitude reflects the short-term orientated culture of Ireland. Rather than reward yourself later on, this ad makes you stop whatever it is you are doing and to treat yourself to a nice reward.