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The Relationship Of Advertising And Culture In The Philippines

F. T. Marquez
Published 1975 · Sociology

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b The ttaditional communication model prescribes that both the sender and receiver of a message must have a common fidd of experience in order to communicate with each other efftdively.' The model does not specify what this field of experience is or should be, however, it is safe to assume that people from the same culture communicate with one another more suaxssfully than people from different cuitures. The application of the communication model to advertising is axiomatic. As sender of the message, the advertiser can communicate better with the consumer if both of them have a common field of experience such as a common culture. A typical example is the case of the advertiser who plans to advertise a product that promises to make women more feminine. If he and his target audience belong to the same culture, he could simply encode-and the latter decode-the advertising message in the context of the concept of femininity in their culture. The advertiser is likely to fact a communication problem if he and his target audience d o not share a common field of experience. What, for example, would an American advertiser d o if he plans to advertise his product, not to women in Indiana, but to women in India? Certainly, the concept of femininity in Indian culture is markedly different from femininity in American culture.

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