Analysis of the Carlsberg Advertisements

Analysis of Carlsberg Advertisements Cultural differences and similarities amid Denmark and Great Britain Consumer Behaviour RSM353 Chernenko Kirill The following trial run of British and Danish variations of printed populaceizings of Carlsberg beer is to determine authority of finish in advertising and divergentiate and contrast how the same brand is denote in different cultures. I. Danish printed advertisement The poster shows 4 men in the forest having conversation and mirthful, meanwhile everyone has a bottle in a hand.The background knowledge shows the connection to wild nature great(p) green trees together with five unplowed dears, a magpie, a fox and a pheasant. The men accommodate been inquisition, possibly, and decided to get into a break. The idea is to illustrate a moment of relaxation and en blessednessment of Carlsberg beer in a good company. The catchword Vores ol brygget pa det bedste vi har (Our beer. Brewed from the outdo we contribute) at the bot tom, involves different output characteristics. The first-year part Vores ol awakes the ken of Danes, because their usanceal beer connects throng in Denmark.Per contra, the last- set up part focuses on quality of a beverage, which worth to go hunt club. The check and the subject field of a schoolbook box creates a unified whole. The advertisement illustrates the traditionalistic fiction of drinking beer since hunting is an archaic tradition and according to the textual matter box pocketly 11% of the Danish hunters ar hunting to hunt which implies loving interaction with friends. And, therefore, the social belonging to that special group is think to drinking beer.Further much, Carlsberg beer contri besidese be seen as a reward for hard-working exercise, going beyond the beverage and highlighting old traditional determine which express the hunting apologue. In addition, a humor takes special place in this print. Relaxed hunters be surrounded by animals, walking nearby very close. It seems that animals be not afraid of intruders. The beer is no seven-day just a beer. It builds community and congruity between the people, and excessively between the animals. This is a signal of weak uncertainty shunning in Denmark.Carlsberg beer fork outs relaxing atmosphere and palpate of ease as well as hygge (fun on Danish). Moreover, the poster represents the everyday culture, playing on the symbolic associations. Consequently, Carlsberg intends to tell a true story about the echt product. Denmark is a very individualistic culture where independence is very important. Nevertheless, the Danish advertisement (the guideword Vores ol) contradicts laissez faire. Instead, the advertisement drives towards sovietism.It turns out that Danes are double-standard people they keep distance from other(prenominal) people, academic term alone in public transit while they pursue the sense of belonging, seeking community involvement. Ultimately, Denmark is categorized as a low-context culture. That means that additional learning and reasoning is required. Although this poster does not provide explicit argumentation apart from slogan and little text box. In my opinion, teaching given is sufficient enough to turn out the message to Danish consumer. II. British printed advertisementUK version demonstrates 2 five-year-old men sitting on a terrace of a lavishness house with a ocean view and two beautiful young women in the background The woman stand up next to swimming pool is showered by a cloud above. Next to her is another young woman, who is lying in the sunlight with a rainbow over her body. Aforesaid young men are twain smiling and holding a bottle of beer. in that location is a snowing cloud between them, which keeps the beer on the table refrigerated. Perhaps, they talk to each other, share opinions and ideas about everything behind them, which is not realistic.It bum be assumed that the man on the left is telling ab out his ideate (which is the actual background of a print). This feather of imagination is correlated with a text box Carlsberg dont do the weather, but if we did it would in all wantlihood be the best weather in the world. I will yield it this way Carlsberg is already producing the best beer in the world if only Carlsberg made weather, it would also be the best in the world. The loose contradiction dont is utilise to make the text ordinary, which links to the item that Carlsberg beer is an everyday beer for any event, any time.According to this ad, the best weather is summertime, beautiful ladies either taking shower of rain or sunbathing and wintry Carlsberg beer with a snowing cloud above. This idealistic lifestyle reflects the fantasies and desires of younger audience, which is the actual target population. This fantastic weather is not only a castle in the sky, a dream, but also a myth of achiever which implies luxury, nice weather and exclusive waterspout beverag es. Young men stylish habiliments and beautiful beach house proves that link.British down in the mouth power distance is visible in this poster by the use of quatern independent young people who are able to make ideals in countries, where individualism is highly valued. Beer-drinking culture in is also manifested in this advertisement. In Great Britain beer is a social drink, it is not consumed alone, it should be dual-lane in a company. Just like in Denmark, British are double-standard people individualistic community seekers. Overstatement in slogan Probably the best beer in the world is a sign of virile cultures, it is often used.The features of the product related to luxury and high status is another a signal of masculinity. On the other hand, slogan also has an understatement probably which represent womanly values. Weak uncertainty avoidance ass be noticed in text box focused on what the product does rather than what it can. And again, if Carlsberg could modify the weath er it would be just as good as their beer. Communication style is more high-context than low-context. This is caused by the indirect, implicit message the viewer have to understand (metaphor snowing clouds performs the role of refrigerator). III.Cultural Differences and Similarities The above abstract of Carlsberg advertisements of Denmark and United Kingdom illustrates how dominant cultural values, believes and norms reflect the style and content of particular print. There are some characteristics in common while there are a few differences. In the first place, both advertisements involves myths. However, British one provides the myth of success, whereas Danish ad is linked to old Dane traditional values such as hunting and social interaction. Secondly, in both posters beer-drinking culture is related to social process and relaxing activity.The Denmark version possess harmony, peace and community while British central point is high quality and exclusive luxury. Thirdly, both Den mark and Great Britain advertisements are high-context scorn the fact that both countries are separate as low-context. Text boxes are not that informative such as the image scenario. Although Danish ad is more symbolic meanwhile British one has more high-context communication. Last but not least, in both prints all characters are smiling, expressing the joy and satisfaction. This is a distinctive feature of sozzled uncertainty avoidance cultures.On top of that, both countries are double-standard combining individualism with collectivism (as previously mentioned individualistic community seekers). Still, UK ad demonstrates more signs of highly individualistic values Appendix A Danish printed advertisement, 1999 only when 11% of the Danish hunters are hunting to hunt There is intelligence that can create intense peace as the taste of the original Carlsberg humble all from flowers of the hemp plant Our beer. Brewed from the best we have Appendix B British printed advertisement, 20 07