In the modern globalized world, companies are selling products in different countries and in different parts of the world. It is but natural that each region has certain peculiarities and companies have to take them into account. Advertising is the sphere where cultural peculiarities can be evident as within a short time only particular features of the product are revealed.
Clearly, it is possible to understand the difference between two cultures by tracing the differences in commercials. It is possible to compare two commercials of Domino Pizza produced in India and the USA. First, it is necessary to note that two similar commercials are chosen. Hence, in both ads, there is a home setting and pizza.
At the end of the commercial, pizza itself is shown to advertise different toppings. The product itself (as opposed to such supportive services as mobile delivery applications) is put to the fore. Although similar advertisements are chosen, they are very different as different messages are articulated.
One of reasons for that is peculiarities of the two cultures. Thus, the US culture is low-context while Indian culture is high-context (Lazović, 2012). In low-context cultures, the information is given rather explicit while in high-context cultures a lot of messages remains unuttered (Locker, 2010).
As far as the differences in the commercials are concerned, it is possible to single out major ones. In the US commercial, three men are sitting at the table, enjoying their Domino pizzas, and discussing benefits of the product (Domino’s Pizza commercial, 2007). It turns out they all have quite different preferences. At the same time, Indian commercial features a couple who are about to have some meal (Dominos Pizza commercial, India, 2012).
The woman spoils the meal (it is clear that the food has burnt down) and the man orders delicious pizza. They eat pizza together. These differences suggest that the attitudes towards the products are slightly different in the two countries. Clearly, it is shown that pizza has great flavor and everybody likes it. However, for Americans, pizza seems to be a usual treat that can be eaten during any meal.
It can be a treat for friends’ meetings as well as a meal for any other occasion. The major focus is made on particular qualities of the product. The commercial is very precise and explicit. However, Indian commercial is more implicit and fewer details about the product itself are given. In India, pizza seems to be a good replacement of a meal. Thus, the man whose wife cannot cook does not starts an argument but orders pizzas that help them keep good relationship.
Importantly, Americans explicitly talk about things they like about pizza (its smell, taste, looks or even the way it sounds). Whereas, Indians do not discuss these features and only enjoy their favorite treat. In conclusion, it is possible to note that the two commercials advertise the same product in different ways.
In the USA, pizza is a meal and the features of the product are explicitly discussed, while Indians tend to focus on possible uses of the product (which is a replacement of a traditional meal) and implicit information concerning the delicious taste of the pizza. Hence, it is clear that attitudes towards the product are quite different in the two regions and the advertisements employ these differences to promote Domino’s Pizza.
Domino’s Pizza commercial. (2007). Web.
Dominos Pizza commercial, India. (2012). Web.
Lazović, V. (2012). Content analysis of advertisements in different cultures. English Language Overseas Perspectives and Enquiries, 10, 39-51.
Locker, K.O. (2010). Business and administrative communication. New York, NY: McGraw-Hill Publishing.