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Costa Rica

Costa Rica. Cross Cultural Advertising Kaitlin Schaeffner Project #1 10/10/07.

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Costa Rica

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  1. Costa Rica Cross Cultural Advertising Kaitlin Schaeffner Project #1 10/10/07

  2. - Size: 19,730 sq miles (slightly smaller than West Virginia)- Capital: San Jose (President: Oscar Arias)- Climate: subtropical; dry season Deb-April; rainy season May-Nov- Surrounding countries: shares border w/ Nicarague & Panama; coastal plains separated by rugged mountains including over 100 volcanic cones- Natural resources: 82% of energy produced by hydropower; 8% of electricity from oil; geothermic energy, solar & wind power- Rural: more countryside, well-known for biodiversity (although the capital is more city-like) WHERE DO THEY LIVE?

  3. WHO IS THE CONSUMER? • Population: 4,133,884 (July 2007 est.) • Age groups: 0-14 yrs- 27.8% (male 587,395/female 560,408) 15-64 yrs- 66.4% (male 1,388,114/female 1,357,157) 65 + yrs- 5.8% (male 111,758/female 129,052) (2007 est.) • Birth rate: 18.02 births/1,000 population (2007 est.) • Death rate: 4.39 deaths/1,000 population (2007 est.) • Language: Spanish (official), English • Religion: Roman Catholic (76.3%, Evangelical 13.7%, Jehovah’s Witnesses 1.3%, Protestant 0.7%, other 4.8%, none 3.2% • Literacy: age 15 + can read & write; total population 96% • Diversity: white (including mestizo) 94%, Black 3%, Amerindian 1%, Chinese 1%, other 1% • Family size varies (extended families are rather large)

  4. HISTORICAL, GOVERNMENT & INTERNATIONAL RELATIONS • Explored by Spanish in early 1500’s, 1563 permanent settlement of Cartago, 1821 became one of several Central American provinces that declared independence from Spain • Army abolished 1949 • Government: democratic republic, 3 branches- executive, legislative, judicial • Impressions of U.S.: refer to Americans as “Gringos”, tourists are well-liked and treated hospitably • Government regulations on advertising: nothing too sexual • Drug trafficking: cocaine and heroin smuggled on small aircraft, surface vehicles, human couriers, vessels through port of Limon • Drug problems: worried that drug trafficking will increase the likelihood of people using illicit drugs

  5. WHAT TYPE OF ECONOMY DO THEY LIVE AND WORK IN? • GDP: $20.2 billion (2006); per capita: $11,000 (2005); composition by sector: agriculture 8.5% (2005), industry 29.7% (2004), services 61.8% (2004) • Unemployment: 6.6% (2007) • Types of industries: microprocessors, food processors, textiles and clothing, , construction materials, fertilizer, plastic products, utilities, telecommunication, electronics, pharmaceuticals, financial outsourcing, software development, ecotourism; tourism generates $1.7 billion/year (most visited nation in region) • Poverty: 18% below poverty line (2006) • Debt: $6.2 billion (June 30, 2006 est.) • Imports: raw materials, consumer goods, capital equipment, petroleum, electricity • Exports: coffee, bananas, sugar, textiles, electronic components, electricity • Currency: 426 colones:$1

  6. COMMUNICATION INFORMATION • Daily newspapers: 8,000 (2000) • Non-daily newspapers & periodicals: 235 (1997) • Cinemas: 39 (1997) • Cellular mobile telephone subscribers: 459,797 (2002) • Telephones per 100 habitants: 25.1 (2002) • Internet users: 800,000 (2002)

  7. HOW DO THEY GET AROUND? • Public transportation: easy, inexpensive, buses, taxis (5,000 licensed) • Public road system • Motor vehicles in use • Passenger cars: 367,800 (2002) • Commercial vehicles: 191,300 • Airports: international & domestic; Juan Santamaria Int’l. Airport • Local airlines: SANA, Travelair, Aero Costa Sol • Trains: Incofer operates suburban commuter trains from San Jose  San Pedro, Universidad Latina, & Pavas • Merchant shipping: 4,000 (2002)

  8. CULTURAL DIMENSIONS • Time orientation: focus on present but are becoming more future oriented • High context: talk louder, avoid making eye contact, use gestures to express feelings, less personal space, touch more frequently • Power distance: score 40, authority oriented • Collectivist: familial, sacrifice personal goals, observe social norms and obligations, maintain relationships at any cost • Uncertainty avoidance: score 86, low level of tolerance for uncertainty, control everything to eliminate uncertainty • Masculinity: score 21, low level of differentiation and discrimination between genders; females treated more equally • Short term orientation: respect for tradition, fulfill social obligations, protecting one’s ‘face’

  9. CULTURAL VALUES DESIRED/TERMINAL VALUES vs. DESIRABLE/INSTRUMENTAL VALUES • Family --- close ties w/ extended family • Freedom --- obey law • Respect --- equality • Peace --- respect • Harmony --- tolerance • Trust --- confidentiality • Humility --- respect authority • Kindness --- humble • Machismo --- male dominance in public • Marianismo --- strong female presence in home • Nature --- cleanliness

  10. CULTURE • music, art, and linguistic prowess are prized highly • Education: primary & secondary schools are free & mandatory for everyone; university level- 4 major public universities • Music: Guanacaste is major center for Costa Rican folk music, late 90’s emergence of local rock style • Dance: Punto Guanacasteco is most recognized traditional dance; La Cajeta, La Yeguita (http://www.youtube.com/watch?v=CGYVM9rdQmk) • Food: staples = beef, chicken, fish; gallo pinto (spotted rooster- national dish) chorreadas (corn pancakes), A la Ranchera (fried eggs in tomato sauce), desserts = pineapple patties, chiverre • Drink: Horchata (cinnamon flavored cornmeal drink), Fresco de Frutas, Chan (slimy drink made of seeds)

  11. EXTRAS • ‘Pura Vida’: Pure Life • Ticos • Women: Ticas, very intelligent, hard-working, left ‘housewife’ role behind, 30% of Costa Rican work force • Men: Ticos, well-educated, high moral standards, brought up to be pillars of society, still flirty (but not as much machismo as in other Latin American countries) • Capital: San Jose has many museums, jazz bars and clubs, casinos, restaurants, bars, watering holes, concert halls, fiestas, bullfights

  12. WORK CITED some direct quotes and ideas are taken from: • http://en.wikipedia.org/wiki/Culture_of_Costa_Rica//,//http://www.infocostarica.com/culture/identity.html////,//www.lonelyplanet.comStatistical Year Book: Economic and Social Affairs, 48th ed. New York, 2004. http://www.govisitcostarica.com/category/entertainment/entertainment.asphttp://www.vacationcity.com/costa-rica/culture/ • http://www.hri.org/docs/USSD-INCSR/95/CMCA/CostaRica.htmlhttp://www.worldpress.org/profiles/costa_rica.cfmhttp://www.indexmundi.com/costa_rica/birth_rate.htmlhttp://www.nationbynation.com/Costarica/index.htmlhttp://en.wikipedia.org/wiki/Music_of_Costa_Ricahttp://www.nissi.org/keytext.cfm?print=1&keytext_id=1193http://www.nissi.org/keytext.cfm?print=1&keytext_id=1151http://www.geert-hofstede.com/hofstede_costa_rica.shtmlhttp://en.wikipedia.org/wiki/Economy_of_Costa_Ricahttp://en.wikipedia.org/wiki/Military_of_Costa_Ricahttp://www.cyborlink.com/besite/costa_rica.htmhttp://www.geert-hofstede.com/hofstede_dimensions.php?culture1=95&culture2=20http://en.wikipedia.org/wiki/Geography_of_Costa_Rica

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