Advertising in different countries are fairly contrasting due to the countries’ culture and society. We will be comparing Makeup advertisement from Australia and Japan.
Among the values for six dimensions of Hofstede Insight (n.d), we will be discussing about “Individualism” and “Indulgence”. https://www.hofstede-insights.com/country-comparison/australia,japan/.
Individualism
The fundamental issue addressed by this dimension is the degree of interdependence a society maintains among its members. It has to do with whether people ́s self-image is defined in terms of “I” or “We”. In Individualist societies people are supposed to look after themselves and their direct family only. In Collectivist societies people belong to ‘in groups’ that take care of them in exchange for loyalty. (Hofstede insights, n.d.)
For this category or dimension, Australia scored 90 which shows the country is highly Individualist culture. On the contrary, Japan have very low score of 46.
According to Hofstede insights, Australia is a loosely-knit society in which the expectation is that people look after themselves and their immediate families and are self-reliant and display initiative.
Japanese society norms have characteristics of a collectivistic society; for examples, putting harmony of group above the expression of individual opinions and have a strong sense of shame for losing face.(Hofstede insights, n.d.)
Indulgence
This dimension is defined as the extent to which people try to control their desires and impulses, based on the way they were raised. Relatively weak control is called “Indulgence” and relatively strong control is called “Restraint”. Cultures can, therefore, be described as Indulgent or Restrained.(Hofstede insights, n.d.)
People in societies classified by a high score in Indulgence generally exhibit a willingness to realize their impulses and desires with regard to enjoying life and having fun. (Hofstede insights, n.d.)
Again, seeing Australia with a high score of 71 and Japan, with a low score of 42 on Hofstede insights.
Japan is shown to have a culture of Restraint and people with this orientation have the perception that their actions are Restrained by social norms and feel that indulging themselves is somewhat wrong.(Hofstede insights, n.d.)
Compare to Australia the polar opposite to Japan is an Indulgent country which means exhibit a willingness to realize their impulses and desires with regard to enjoying life and having fun ,possess a positive attitude and have a tendency towards optimism. In addition, they place a higher degree of importance on leisure time, act as they please and spend money as they wish.(Hofstede insights, n.d.)
Analysis of two advertising
Australia
Nude by nature promotes makeup by focusing the enhancement of the face as they claim that they use natural product for the formula of the makeup. Hence, they voice over the advertisement.
The advertisement consist of very good look blonde hair girl( which is the standard of western beauty) and more of them enjoying and modeling through camera in the environment such as beach, desert, forest and so on.
The main message is that by using the product, not only that we will look good, it enhance the face and no effect of using but gain benefits of what the ingredients produce the makeup.
Japan
Shiseido’s ad took a creative side which is very different how typical makeup is by using music and high-theme which Japan’s culture is very known through manga and anime.
The editing and shots of the video are very stylish and aesthetic vision and the background music change from the soft cute and girly sound theme for the girl part into very rock, the boyish sound theme to showcase the guy part.
Reference
(Hofstede insights, n.d.) https://www.hofstede-insights.com/product/compare-countries/
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