Disparity Between Sister Cultures: A Comparison of the Print Advertising in America and Britain

1. Disparity Between Sister Cultures: A Comparison of the Print Advertising in America and Britain by Ashley Dennison

2. Print Advertising in America and Britain Introduction The United States and the United Kingdom, two seemingly similar countries joined by language and separated by geography, have less in common than you might think. Significant differences between cultural values show up in the creative executions of each country's consumer products. When ads for similar products are compared side by side, one can more easily discern the subtle differences between the two creative styles.

3. Print Advertising in America and Britain Poster advert for the leading chocolate company of the UK, Cadbury, selling its flagship candy, the Cadbury egg. Print ad for Hershey's syrup, American institution. The photo is more true-to-life than the image used by Cadbury. British ads often choose artistic concept over realism to reach consumers.

4. Print Advertising in America and Britain Lifestyle Differences The daily life of a Brit differs subtly but significantly from that of an American. In the UK, there is more simplicity and restraint in ordinary decisions (i.e. what to wear, what to buy, where to shop) while in the US convenience and quantity are key factors in the decision-making process. Through observation of the sister cultures, one can quickly discern that the Brits, when compared with Americans, are quieter and more traditional. These values come through in their purchasing choices and must be reflected in the advertising directed at them. Americans respond more readily to ads that envoke a sense of fun, humor and ease. The most recognized US brands (i.e. Budweiser, Coca Cola, Chevrolet) use these traits to make their ads most effective for their target audience.

5. Print Advertising in America and Britain American brand Folgers caters to a more blue-collar audience with a simply executed straightforward poster. Twinings tea's historical and cultural value is reflected in the artful richness of this upscale British advertisement.

6. Print Advertising in America and Britain Historical Tradition Especially with consumer products like food and clothing, Great Britain incorporates their sense of tradition and history into their choices. Tartan fabrics, the pride of Scottish past, are still used on London's couture runways. Mince-meat pies, an 800 year-old dish, are still available at corner grocery stores. The traditions of the past are alive and well today in the UK, and this has to be considered when making ads for Brits. Because America is such a young country, its status as a world power create something of a wilful, headstrong commercial marketplace. In America, consumerism is King and greed is encouraged. US ingenuity and independence have created an overabundance of goods and resources, but the country has yet to establish a cultural identity as strong as its older neighbor. American advertising is just learning how to bind itself to communal pride and history.

7. Print Advertising in America and Britain This American ad for Budweiser is more artistic than the previous two US examples, but it maintains a feeling of familiarity with its audience. American advertisers know how to navigate the minds of consumers, often abandoning creative symbolism and artistic merit in favor of a more approachable, understandable ad. This example shows a slight leap of faith on behalf of Budweiser, but not very little risk is taken with the concept. Poster text: Surfers, this Bud's for you.

8. Print Advertising in America and Britain When the format and execution of this ad are changed to accommodate a British brand, Guinness, the message is that much weaker. Although it is technically the same strategy as the last ad, the behavior of the people does not match what is being advertised. Footballers do not finish with a game and choose to refresh themselves with a warm Guinness. Surfers, on the other hand, may decidedly enjoy a cool Budweiser after a hot day in the sun.

9. Print Advertising in America and Britain This British ad for Guinness, by far the most popular of the country's many beers, prizes simplicity of execution and quiet elegance over the quick-recognition of the previous ad. UK advertisers often use more intellectual concepts in their artwork, assuming that their audience will take the time to understand the ad. This is a marked change from the Budweiser ad, in that it asks its audience to do some of the work. Poster text: March 17th is St. Patrick's Day

10. Print Advertising in America and Britain This ad is a copy of the last one- only the glass of beer, the holiday and the tagline have changed. Yet, there is something inexplicably off with the delivery of this American version. Many US citizens might be offended that smoke and beer are being used to celebrate a patriotic holiday, so that could cause controversy should this ad be introduced to the American public. Also, the dark setting of the ad is more reminiscent of a pub than an American-style bar or barbecue.

11. Print Advertising in America and Britain Summary Although the styles of advertising in America and Britain may seem quite similar at first glance, the creative executions for many of our consumer ads would not be successful should their audiences be swapped. The British consider tradition and cultural values while making their purchasing decisions in a way Americans have not yet embraced. At the same time, Americans use fun and realism to reveal products to the masses, achieving a level of commercial consumerism never before realized . These inherent differences in our societies must be taken into account while making ads, the same way a male or female audience would be catered for. If seemingly superficial characteristics of cultures are ignored, this industry will suffer in its attempt to advertise on a global scale.