Features of advertising in different countries
Every country in our world is unique. It has its own peculiarities, driven by culture, traditions, mentality, realities of life, market requirements, etc. Advertising in different countries also has its own characteristics, like a unique handwriting. Today we will talk about its peculiarities in different parts of the world. Knowing this specificity, you can easily determine where this or that advertising product was created. So, let's get started!
USA
The United States is a global leader not only in finance, business and technology, but also a role model in advertising. The largest creative agencies come from America. People look at them, learn from them, and are guided by them. We can say that American advertising has gained international status. Perhaps that is why it is difficult to identify the national characteristics of US advertising. But nevertheless, we can identify several points.
American advertising is the most rational and logical. The consumer will not think about the advertising message, because the message will be read from the very first seconds.
Advertising in the US is also distinguished by the promotion of family values. Very often, posters feature template images depicting family holidays or family time together: hiking, playing games, relaxing - a typical set for a poster.
Americans also like to show their loyalty to gay couples, so advertising often looks like this:
Canada
As Canada is a neighbour of the United States, this could not but affect their creativity and advertising campaigns. Here, advertising is very similar to American advertising (although, in fact, it is).
Canadian advertising is primarily associated with Viagra advert by Taxi Toronto.
As well as the successful Dove "Evolution" commercial by Ogilvy Toronto, a low-budget video with a viral effect.
And yes, the Skittles advert by BBDO Toronto with a princess who kisses your finger is definitely worth mentioning.
https://www.youtube.com/watch?v=4BWVX0EFzu8
United Kingdom
Advertising in the UK is imbued with subtle and intelligent English humour, elegance and restraint.
You will see typical Englishmen in the lead roles, and red double-decker buses and telephone booths in the background. All of this evokes an association with one place on Earth - the UK.
France
French advertising captures the consumer's imagination with visuals, vivid and striking images, while text comes second. That's why advertising in this country is usually wordy.
https://www.youtube.com/watch?v=H43XYBrO0u8
Germany
The Germans are primarily about impeccability, precision and quality, which is undoubtedly reflected in their advertising.
The main distinguishing features of German advertising are logic, arguments and reference to facts instead of emotions and feelings. Maximum credibility, supported by good quality visuals, is what characterises advertising in Germany.
Holland
Advertising originates from the Netherlands - a cross between German with its love of order and cleanliness and English with its respect for tradition. A small European country has managed to become very prominent in the global creative market.
Among the most famous agencies: 180 Amsterdam and Wieden + Kennedy Amsterdam, creators of advertising for Nike.
Brazil
It can be said that advertising originating from Brazil is not known for its creativity. The main distinguishing feature is bright posters, juicy and colourful, full of life, in the spirit of the "Brazilian carnival".
Japan
It is impossible not to recognise Japanese advertising. Quite often, it's completely crazy. It is quite difficult for a Westerner to understand it. Sometimes it's even difficult to identify the product being advertised, let alone the message and benefits of the product...
https://www.youtube.com/watch?v=rw50a6ZZ4pA
To summarise, it is worth noting that the advertising of each country is unique, it takes into account the mentality of its inhabitants, their traditions and habits. But the most important thing is that the target audience understands the main message that was conceived by the advertiser and responds to it.
