These two ads are from two different countries, which are China and America, but they are all produced by Nike, which a famous sports brand. In these two ads, they show the audiences two differneces in culture and values. This blog will concentrate on talking individulism and indulgence by using the six dimensions model by Hofstede Insights.
The first difference between these two ads is focusing on the individulism. In this dimension, individulism can be defined as a social framework in which individuals are expected to take care of only themselves and their immediate families (Hofstede Insights 2019). For example, in the first ad from China, it shows a Chinese tradition, which is the red envelope. In Chinese tradition, the older people need to give younger children red envelope in Chinese Lunar New Year. In the Chinese ad, Nike is introduced by personal feeling. However, in the American ad, Nike is introduced by a group, such as athletes.
The second difference between these two ads is concentrating on the indulgence. Indulgence repersents a society that allows relatively free gratification of basic and natural human drives related to enjoying life and having fun (Hofstede Insights 2019). In the Chinese ad, it seems that it lacks this kind of dimension. In contrast, in the Australian ad, indulgence is mentioned clearly. For example, it mentions gender equality. The ad tells the audience that women can also have a dream to win a sports champion, and there should be no gender inequality. This kind of ad can make female audience feel comfortable when they are watching it.
Reference List
Hofstede Insights 2019, ‘National Culture’, Hofstede Insights, retrieved 22 March 2020, <https://www.hofstede-insights.com/models/national-culture/>.
Lunar New Year: The Great Chase | Nike 2020, YouTube, Nike, 14 January, retrieved 22 March 2020, <https://youtu.be/Fu8T-7Ct6Oc >.
Dream With Us | Nike 2019, YouTube, Nike, 12 May, retrieved 22 March 2020, <https://youtu.be/IHcWPVbDArU >.
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