Assessment two FAQs.html
Cross-cultural advertising analysis
Frequently asked questions (FAQs)
Q. Do all four ads need to be for
ands in the same industry/product category, e.g. food?
A. Yes, doing this will help you achieve a cohesive comparison and analysis.
Q. Should I describe what happens in each ad?
A. This is a smart idea, as it guides the reader – do this when you first mention the ad in your essay (your description should be succinct).
Q. Can we analyse one ad from a BRIC country and one from a MIST country?
A. No. The goal of the essay is to compare two creative advertisements from one BRIC or MIST with two creative advertisements from Australia with regard to cultural difference and to discuss the implications of global
and communication for practitioners.
Q. Should we use the same Hotstede cultural dimensions, e.g. individualism and indulgence, to analyse all four ads?
A. There is no requirement to do this. A stronger approach is to consider what each ad shows you about cultural difference using Hofstede Insight's research findings as your analytical lens.
Q. Should we use the same Hofstede cultural dimensions, e.g. masculinity and power distance, to analyse both ads from the same country, e.g. both ads from Mexico?
A. There is no requirement to do this. Discuss the Hofstede dimensions that best help you identify cultural difference that is revealed in each ad.
Q. Can we look at the same
and's ads for another country and Australia, e.g. a Coke ad from Australia and a Coke ad for India?
A. Yes, but there is no requirement to do so. All ads just need to all be for
ands in the same product category, e.g. Food and beverages.
Q. Can all ads we analyse be for the same
and, e.g. four ads for Coke?
A. No. This isn't the goal of this research essay.
Q. Where can I find out more about the implications of global
and communication for practitioners?
A. See the week two reading by Altstiel and Grow (2017) – which is linked in the week two study guide. Also pay attention to the section of the week two study guide entitled 'Global implications and strategies'.
Q. How many implications should we discuss?
A. That is up to you, however it is recommended that you discuss more than one to reveal your understanding and application of unit learning materials.
Q. Can I use advertisements from the study guide and weekly notes as my examples in the essay?
A. This is not a strong approach. You should find ads yourself rather than use those shown as part of learning activities.
Q. Do I have to use Ads Of the World and the Best Ads websites to look at ads and find examples?
A. It is not a requirement that you use these websites. These sites have been provided to give you a starting point. It's fine to search for ads on YouTube or Vimeo. adforum also has a creative advertising li
ary that features international advertising.
Q. I don't speak the language used in the advertisement I want to analyse. What should I do?
A. You will need to problem solve. Can the advertisement's na
ative be understood without you knowing the language (many good ads 'show' rather than 'tell')? Do a search on the name of the ad to see if a version with English subtitles exists. If there is just a minimal amount of written text, can Google Translate help you?
Q. I've found an advertisement but it doesn't match the findings from the Hofstede six dimensions results for that country? What should I do?
A. Look for another example. Not every advertisement will 'match' the Hofstede research findings. Look at a range of advertisements from a particular country and choose two that allow you to use Hofstede's findings as a framework for your discussion of cultural difference.
Q. Can we analyse advertisements from different mediums?
A. Yes, as long as all four advertisements are for products or services in the same product category, e.g. fashion, food or automotive, that is fine.
Q. What do we write in the captions for the screen captures or images of advertisements?
A. Keep this simple. State the medium,
and, the product being advertised and the date of the ad (as indicated by when it was published on YouTube or other video sharing sites). For example, A television advertisement by Apple XXXXXXXXXXentitled 'Unlocked'.
Q. Do we describe the advertisement in the image caption?
A. A stronger approach would be to describe the na
ative in the body of your essay when discussing why it is a creative advertisement.
Q. How do we reference advertisements?
A. Examples of how to reference advertisements using the Harvard style can be found in the reference lists of the study guide pages for this unit.
Q. Where do we place the images of the example advertisements within the assessment?
A. It's your choice. You can either insert the example advertisements within the essay itself or at the end in an appendix. Don't forget to include captions.
Q. Is the reference list included in the word count?
A. No.
Q. Are in-text references included in the word count?
A. Yes.
Q. Are image captions included the word count?
A. Yes, if included the body of the essay. No if included in an appendix.
Q. Can we go over the word count?
A. The word count for this task is 1,600 words. You can exceed this by 10%, i.e. 160 words. You can also be below the word count by 10%. It's important to keep to the word count to meet task requirements.