Culture and Microcultures

1. Culture and Microcultures Ethnic Advertising

2. What is Culture? • A society’s distinctive and learned mode of living, interacting, and responding to environmental stimuli • This mode is transmitted and shared between its members • The sum total of learned beliefs, values and customs that serve to direct the consumer behavior of members of a particular society

3. How Is Culture Learned? • Culture is learned through socialization in three ways: • Formal learning: adults and siblings teaching children “how to behave” • Informal learning: children imitating the behavior of selected others, such as family, friends, TV characters, etc. • Technical learning: teachers instructing children in an educational environment

4. Enculturation and Acculturation • Enculturation: learning the norms, values and behaviors of one’s own culture • Acculturation: learning the norms, values and behaviors of a new or foreign culture

5. Ethnocentrism • “The tendency to make cross-cultural evaluations based on one’s own beliefs and values”

6. What is the American Culture? • We are a diverse country with a variety of subcultures, each of which may have its own beliefs and values • America is a dynamic society that has undergone almost constant change in response to new technology • Many American values appear to be contradictory

7. 1. Achievement and Success • Has historical roots in the traditional religious belief in the Protestant work ethic • Although historically associated with men, it is today important for women as well • Influences consumption by serving as a justification for acquisition of goods and services

8. 2. Activity • Americans attach an extraordinary amount of importance to being active or involved; keeping busy is accepted as a healthy and even necessary part of our lifestyle

9. 3. Efficiency and Practicality • We admire anything that saves time and effort • We are receptive to any new product that makes tasks easier and solves problems • A related core value is the importance of time

10. 4. Progress • Americans respond favorably to the concept of progress • In a consumption-oriented society, this often means the acceptance of new products designed to fulfill unsatisfied needs • We respond favorably to promises that products are new, longer-lasting, speedier, quicker, increased strength, etc.

11. 5. Material comfort • For most Americans, material comfort signifies the attainment of the good life • Material comfort is a relative view • i.e., consumers tend to define their own satisfaction with the amount of material goods they own in terms of a comparison to what others have

12. 6. Individualism • We place a strong value on self-reliance, self-confidence, self-esteem and self-fulfillment • We don’t like to rely on others • Products, such as clothing or automobiles, that promise to set us apart from others are appealing

13. 7. Humanitarianism • Americans are generous when it comes to those in need • We contribute time and money to charitable causes • We invest in “socially responsible” companies and mutual funds • Cause Marketing

14. 8. Youthfulness • We place an almost sacred value on youthfulness (as opposed to youth) • We are preoccupied with looking and acting young

15. Microculture/Subculture • “A distinct cultural group that exists as an identifiable segment within a larger, more complex society” • Thus the cultural profile of a society or nation is a composite of: • The central or core cultural themes that are shared by most of the population; and • The unique beliefs, values and customs of members of specific subcultures

16. Major subcultural categories • Nationality (birthplace of ancestors) • Religion • Geographic region • Race • Age • Gender • Occupation • Social class

17. Religious Subcultures • Certain products are symbolically and ritualistically associated with the celebration of religious holidays • Dietary laws have significant meaning in certain religious subcultures • Other less predictable behaviors (e.g., travel) seem to vary depending on religion

18. Jews more likely than general population to have: • Traveled outside the US—more than 3:1 • Taken a cruise—5:1 • Belong to frequent flyer program—more than 7:1

19. Major microcultures in the U.S. • African Americans • Hispanic Americans • Asian Americans • Native Americans

20. African American Consumers • 34.5 million people • 13% of U.S. population • Younger than the white population • Purchasing power of $469 billion

21. Efforts to market to blacks is relatively recent • Began in 1960’s • Began in earnest in 1980’s • By 1992 half of Fortune 1000 companies had ethnic-marketing campaigns • $1 billion in advertising is spent targeting the market • Often treated as a monolithic group, but there are significant differences based on age, economic status and region

22. Consumer behavior characteristics • Tend to prefer popular or leading brands • Are brand loyal • Unlikely to purchase generic or private-label products • Are more likely to pay more to get “the best”

23. Reaching the Audience • “Black people are not dark-skinned white people—there are cultural values which cause us to be subtly different from the majority population” • Marketers have followed one of two distinct marketing strategies: • All advertising in general mass media in the belief that African Americans have the same media habits as whites • Running advertising in selected media directed exclusively to African Americans

24. Products of broad appeal (e.g., aspirin) mass media may effectively reach all relevant consumers • For other products (e.g., personal grooming products) mass media may not communicate effectively with the African American market • The majority of African Americans believe that most advertising is designed for white people

25. Many marketers supplement their general advertising with ads specifically directed to African Americans • Major advertisers have increasingly used the services of African American advertising agencies

26. Hispanic American Consumers • 29 million • Almost 11% of the population • Growing 6.5 times faster than the general market • By 2005 will be the largest minority in the US • Buying power of $500 billion in 2001 • Median age is about 10 years younger than whites • Larger, extended families (more children) • Are not a monolithic group—separate subcultural markets based on countries of origin • Heavily concentrated in a few states

27. Consumer behavior characteristics • Prefer name brands • Brand loyal • Shop at smaller stores • Eat at home more often • Less likely to be impulse purchasers • Prefer fresh to frozen or prepared items • Tend to be more fashion conscious • However, do appear to be acculturating

28. Less than half speak fluent English • 83% speak Spanish in their homes (where they receive their advertising messages) • Make purchases from firms that • Are sensitive to the language • involved in the community • Many businesses adopted major Spanish-language campaigns • Others sponsored major promotional campaigns around Latino holidays

29. Reaching the audience • Spanish language television is very popular, even for Hispanics whose first language is English • Some marketers have created messages targeted directly to Hispanics • Some have even created specifically for this market • products (e.g., hair products) • services (e.g., phone services) • food (e.g., plantain chips)

30. Asian American consumers • 10 million • Represent 17 nations of origin • Fastest-growing minority (gain of roughly 50% last decade) • Predominantly urban • Family oriented • Strongly driven to achieve middle class lifestyle • Median income exceeds that of white households

31. Consumer behavior characteristics • Value quality and are willing to pay for it • Tend to be brand loyal • More likely to consider shopping as a leisure activity than the general population • Are more likely to own consumer electronics • Tend to travel to and call their country of origin

32. Reaching the audience • Use of Asian American models in advertising is effective • Many don’t speak English well • There are no major Asian cable TV networks

33. Native American consumers • Least affluent of all ethnic groups • Median income is $10,000 lower than average • Unemployment rate is 35% • Marketers do not target them due to • Geographic isolation • small numbers • One exception is alcohol advertising

34. 1. Images of Minorities in Advertising • Prior to the civil rights movement, few images of blacks in advertising • Exception: “Aunt Jemima” caricature • Subservient, dark, heavy, asexual, inarticulate • Stereotyped black women as belonging only in the kitchen • Complaints about use of the stereotype heard as late as mid-80’s

35. As late as 1990, only 3% of people featured in national advertising were black • GQ, Vogue and Esquire featured the fewest black models • Sports Illustrated featured the most black models • Blacks appearing in ads tended to be athletes, entertainers, laborers or children • Less than 20% of ads with blacks used women in the ads • Ethnic minority models are often selected based on how they conform to standards of white beauty

36. Blacks were used in 17% of 904 commercials studied • But only 31% of ads with blacks put them in major roles • Blacks and Latinos tend to appear in groups in ads (6.9 persons on average) • Most likely to cast in ads for • Beer or malt liquor • Cigarettes • Hair care products

37. Latinos even more under-represented than blacks • Virtually unused in ads prior to 1980 • In late 1980’s • 5.8% of television commercials • Speaking roles in 1.5% of network television ads • Tend to appear in background roles as part of a group • Generally not seen in mainstream roles • One exception appears to be the stereotyped Latina sex object

38. 2. “Children, Race and Advertising” • Children who watch positive multiracial interactions on shows such as Sesame Street show more positive attitudes towards people of color and other cultures • Kids who watch shows that routinely stereotype people of color have less favorable attitudes towards those who may be different • Advertising has the same ability as television programming to impact children’s perceptions

39. Often cast white kids as leaders and go-getters • Minority children play passive or ignorant roles • White kids outnumber children of color • Minorities generally appear in group shots

40. Some of the worst stereotypes were disappearing: • “Lively Latins” • Mexican bandits • Pigtailed Chinese • Subservient blacks • Some remain: • Asians are computer geeks • African American boys play ball • African American girls dance • All African American kids rap

41. “What images are created when toys that encourage creativity, learning and thinking are associated with white children, while rap and sports are regularly associated with ethnic minorities?”

42. 3. “No Urban/Spanish” Dictates and “Minority Discounts” • 1999 FCC asked to investigate practices in advertising industry that created barriers to competition in broadcasting • Studied data from 3,745 radio stations • Confirmed existence of these practices:

43. “No Urban/Spanish dictates” • Practice of not advertising on radio stations that target programming to ethnic/racial minorities • “Minority discounts” • Paying minority-formatted radio stations less than what is paid to general market stations with comparable audience size

44. Study further found that in some cases the media buying process is guided by • Ethnic/racial stereotyping • Underestimations of disposable income • Desire to control product image

45. Study concluded that the practice • Adversely affects minority-owned radio stations • Defeats the interest of all Americans in having a broad and diverse range of informational and entertainment programming • Should be outlawed