How Semiotic Analysis Generates Intelligence in Formulating Cross-Cultural Advertising Strategies
This chapter analyzes the several sets of advertisements from China and USA and shows how cues in advertisements bridge the gap between the cultures by improving clarity in communications—visibly using the semiotic technique. It illustrates how culture impacts business intelligence and marketing communications by using examples from two very different cultures—China and USA. Psychographics are important in advertising as it appeals to emotion, and thus making semiotic cues effective. The chapter discusses the culture and cultural difference, followed by a discussion on how culture impacts product, price, promotion, and market segmentation, leading to purchase decisions. Brand-related business intelligence acceptance or resistance is defined as consumers' reactions to risks involved in purchasing and consuming products. Tommy Hilfiger's failed global advertising campaign and business intelligence suggest that the acceptance of a brand is related to advertising contexts applicable in that particular culture. The chapter concludes with recommendations for international marketing managers.