(Hoftstede insights n.d.)
The realm of advertisement has been growing up widely across the world with a lot of differences way of responding, it starts from cultural norm in all the country to how they deliver the advertisement creatively and accurately according to cultural norm of each country. therefore, In this post I'm going to compare advertisement between Indonesia and Australia, using 6 cultural dimensions from Hofstede insight.
(Hoftstede insights n.d.)
In this post I have chosen 2 advertisement from each country where I'm going to use in analyze the differences between both advertisement according to Hofstede insight ( Individualism and Indulgence ).
Is creative advertising different across the world by Ronald made with Canvas
Uber ( Doors are always opening )
Title: Doors Are Always Opening Publicized: 16 September 2018
Agency: Uber
Gojek ( Advertising for Eid Mubarak )
Title: Advertising for Eid Mubarak Publicized: 3 April 2021
Agency: Gojek
Individualism ( AU 90 VS ID 14 )
the degree of interdependence a society maintains among its members.
the degree of interdependence a society maintains among its members.
Based on cultural norms between Australia and Indonesia it seems like they have huge differences in individualism. It is proved by these 2 transportation network companies' advertisements from each country. As we see on this Australian’s Uber short advertisement, the Uber driver seems silence and careless towards their passenger as well as the passengers just focus on their own business, which highlight the point of individualism in society, in contrast with Gojek’s advertisement, it display how a girl cares with her family and friends in Eid Mubarak yet, she can’t do anything about it because it was in the middle of pandemic but, because of Gojek she can finally being connected with her family and friends by sending them some gift, which highlight the point of collectivist culture of Indonesia.
Indulgence ( AU 71 VS ID 38 )
the extent to which people try to control their desires and impulses
In this dimension Australia has a bigger point than Indonesia because of How Australian put their desires first over anything else in contrast with Indonesia. According to Gojek's short advertisement, we can look at how the girl spends her time and money on her family’s needs and other’s needs because most of Indonesian believe that if they spend anything on their family, they will get better than they had before. Compared with Australia, in the perspective of this Uber’s short advertisement, most of Australian tend to expend their money for their own business and happiness, as we see on advertisement where each individual has their own happiness and seems like they are willing to spend everything on it to make it happen, therefore thru this advertising Uber exist to bring their desire into reality.(Doors are always open)
Reference list:
Gojek ( 03 April 2021) 'Advertising for Eid Mubarak', Gojek, YouTube, retrieved 9 July 2021. (https://youtu.be/BzcL7iO8ivw)
Hofstede Insights n.d., 'National Culture', Hofstede Insights, retrieved 20 June 2018, <https://www.hofstede-insights.com/models/national-culture/>.
Uber ( 16 September 2018) 'Doors Are Always Opening', Uber, YouTube, retrieved 9 July 2021. (https://youtu.be/NiVXmLkcOiA)
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