Preferred Appeals as a Reflection of Culture: Mobile Phones Advertising in Vietnam

Abstract

This study is an initial step to consider whether international brands should create global images or tailor the images to the local culture. Its objective is to explore the preferences of Vietnamese consumers on advertising appeals related to mobile phones and to see if those preferences reflect specific dimensions of the Vietnamese culture. Survey findings indicate that the consumers' preferences for advertising appeals do reflect the Vietnamese culture in power distance, masculinity and uncertainty avoidance. However, appeals related to collectivity and emotionality are less preferred to individuality and rationality, respectively. Differences among subgroups of consumers in terms of gender, age and price segments have also been identified.

Keywords:

• Advertising appeals
• standardization
• adaptation
• culture
• mobile phones
• Vietnam

Notes

¹ The interview with Nokia was conducted with Mr Nguyen Huu Nguyen, Marketing Manager, Nokia Representative Office in HoChiMinh City. It took place over the telephone on 25 April 2005 at 9.30 a.m.

² The interview with Samsung was conducted with Mr Nguyen Hong Chau, Sales and Marketing Manager, Samsung Vina Electronics Co., Ltd. There were two interviews: one face-to-face interview at the Samsung office in HoChiMinh City on 19 May 19 2005 at 3 p.m and the other over the telephone on 1 Aug 2005 at 2. 30 p.m.

³ High context culture (and the contrasting ‘low context culture’) are terms presented by anthropologist Edward T. Hall. It refers to a culture's tendency to cater towards in-groups. An in-group being a group that has similar experiences and expectations, from which inferences are drawn. In a high context culture, many things are left unsaid, letting the culture explain.