Standardisation Versus Cultural Adaptation: The Case of Language of Advertisements in Turkish and German

Seyed Ali Rezvani Kalajahi, Elif Capan Kizilduman, Vedia Hayran, Sehnaz Ückayabasi
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Abstract

In the course of globalization, there are more and more companies that sell their products internationally. In particular international branded products have achieved a major upturn in the Turkish and German markets in recent years. A functioning international advertising is one domain where it is significant to distinguish between standardized - formally and content wise identical - and differentiated -adapted to the respective country. On the other hand, it is questionable whether standardization can be successfully implemented in all countries. Numerous factors with regard to country-specific characteristics - such as culture, underlying values and the form of society - play an important role here. The foundation of standardization is formed by an identical core message in all countries and has the goal of addressing and indirectly influencing the audience. Thus, an advertising message represents the decision-maker about the (in) efficiency of the advertisement or (non-) consumption of the product. Today, the product is attached to less functional, but mainly subjective characteristics that are supposed to cause emotions. This is especially true for branded products, as they try to build trust and build a bond with the consumer. Nevertheless, since often formal and content elements of the commercial - depending on the culture - can cause different interpretations and emotions, special attention must be paid to country-specific features and differences, especially when designing standardized commercials. However, it is possible to circumvent these cultural peculiarities by resorting to universal appeals. With this viewpoint, the present study aims to find out to what extent commercials are standardized or culturally adapted within the context of international comparison between Turkey and Germany.
标准化与文化适应:以土耳其语和德语广告语言为例
在全球化的过程中,有越来越多的公司在国际上销售他们的产品。特别是近年来,国际品牌产品在土耳其和德国市场取得了重大进展。有效的国际广告是区分标准化(形式上和内容上完全相同)和差异化(适应各自国家)的一个重要领域。另一方面,标准化能否在所有国家成功实施是值得怀疑的。与国家具体特点有关的许多因素- -例如文化、基本价值和社会形式- -在这方面起着重要作用。标准化的基础是在所有国家形成一个相同的核心信息,其目标是针对和间接影响受众。因此,广告信息代表了决策者关于广告(有效)或产品(非)消费的决策。如今,该产品附加了较少的功能,但主要是主观的特征,应该引起情绪。对于品牌产品来说尤其如此,因为它们试图与消费者建立信任和联系。然而,由于商业广告的形式和内容因素- -视文化而定- -往往会引起不同的解释和情绪,因此必须特别注意国家特有的特点和差异,特别是在设计标准化商业广告时。然而,通过诉诸普遍诉求来规避这些文化特性是可能的。根据这一观点,本研究旨在找出在土耳其和德国的国际比较背景下,商业广告在多大程度上是标准化的或文化适应的。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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