The Symbiotic Relationship Between Culture and Advertising.

Since the genesis of 20th century, culture has played a key role in shaping advertising and in turn advertising has played a key role in shaping modern culture. Let us explore this fascinating relationship.

Advertising is a method by which companies and institutions can talk to their customers and relate to them. The more a consumer feels like he is known and understood by a brand, the more trusting and loyal he is towards the brand.

Agencies have realized that if the brand shares certain values with the consumer and if the brand fits into the culture that the consumer lives in, the brand and its communication are much more effective.

So How does Culture influence Advertising?

Culture plays a massive role in advertising. Agencies are always making efforts to relate to their audience in a language he understands and using imaging and stories he can relate to, from his culture.

Given the amount of disingenuous and misleading advertising out there, it is no surprise that most people mistrust advertising's messaging. So for good brands to cut through the clutter, stand out and talk directly to to audience effectively, they need to embrace and understand the culture of their audience.

The HSBC Ad below is a perfect example of leveraging cultural insights to talk to customers honestly.

Cultural differences that exist in the different regions that a company operates in can offer many advantages for agencies to be creative with their advertising. The below video is an example of how McDonalds uses cultural insights too talk to their customers from different countries differently in their own unique way.

Does Advertising influence Culture?

In the early days it wasn't fully apparent whether Advertising influenced culture. In todays world however it is impossible not to see the influence of advertising on popular culture.

Many brands are now synonymously associated with culture. Brands like Nike's "Air Jordan" have managed to develop a whole vibrant sneaker culture and etiquette around purchasing, wearing and reselling or collecting the shoes. This is largely because of the amazing brand messaging that Nike and Air Jordan have done over the years.

Brands like Harley Davidson too have leveraged their brand communication to create a culture around their product. This has taken off and now biker culture is synonymous with Harley Davidson.

Progressive and powerful ads like Ariel's "Share the load" campaign, P&G Libresse blood campaign and Always "like a girl" campaign, have done massive thing's to change the culture and conversation around gender equality and mensuration. Forcing society to reconsider its presumption's and biases on these matters.

Artist like Andy Warhol, one of the most famous American artist of the the 20th century took a lot of inspiration from advertising which can be seen in his art. Famously his "Campbell Soup Cans" and "General Electric" paintings which he did with Basquait are a good examples of advertising influencing art and culture.

Takeaway's:-

Advertising and Culture have mutually co-dependent relationship which can used as inspiration to make Great Art and great Ads .

Using the local culture is an effective and powerful way for advertisers and brands to talk to and develop a relationship with your customers.

When making ads that involve touchy cultural elements be careful how you articulate your vision and always be genuine in your portrayal.