Analysis of the Carlsberg Advertisements

Analysis of Carlsberg Advertisements Cultural differences and similarities between Denmark and majuscule Britain Consumer Behaviour RSM353 Chernenko Kirill The following inquiry of British and danish versions of printed advertisements of Carlsberg beer is to determine subprogram of culture in advertizing and comp are and contrast how the same brand is advertised in dissimilar cultures. I. Danish printed advertisement The poster shows 4 men in the wood having conversation and smiling, meanwhile every nonpareil has a bottle in a hand.The stage setting shows the connection to wild nature large green trees together with louvre f wholeow dears, a magpie, a fox and a pheasant. The men encounter been hunt club, possibly, and decided to take a break. The idea is to illustrate a indorsement of relaxation and enjoyment of Carlsberg beer in a good company. The slogan Vores ol brygget pa det bedste vi har (Our beer. Brewed from the best we have) at the bottom, involves different prod uct characteristics. The first break-dance Vores ol awakes the awareness of Danes, because their traditional beer connects people in Denmark.Per contra, the final part focuses on quality of a beverage, which worth to go track down. The stunt woman and the content of a schoolbook stripe prepares a unified whole. The advertisement illustrates the traditional fabrication of inebriation beer since hunting is an old tradition and according to the textbook concussion Only 11% of the Danish hunters are hunting to hunt which implies fond interaction with friends. And, therefore, the social belonging to that particular group is related to drinking beer.Furtherto a greater extent, Carlsberg beer can be seen as a reward for hard-working work out, going beyond the beverage and highlighting old traditional values which express the hunting myth. In addition, a humor takes special place in this print. Relaxed hunters are surrounded by animals, walking nearby very close. It seems that a nimals are non afraid of intruders. The beer is no longer just a beer. It builds residential area and symmetry between the people, and also between the animals. This is a signal of weak unbelief avoidance in Denmark.Carlsberg beer provides relaxing atmosphere and sense of peace as well as hygge (fun on Danish). Moreover, the poster represents the everyday culture, playing on the symbolic associations. Consequently, Carlsberg intends to tell a true story nearly the genuine product. Denmark is a very individualistic culture where independence is very important. Nevertheless, the Danish advertisement (the slogan Vores ol) contradicts individualism. Instead, the advertisement drives towards fabianism.It turns out that Danes are double-standard people they commemorate distance from other(a) people, sit down alone in public tour while they pursue the sense of belonging, seeking community involvement. Ultimately, Denmark is categorized as a low-context culture. That means that additional information and reasoning is required. Although this poster does non provide explicit argumentation apart from slogan and little text box. In my opinion, information given is sufficient enough to deliver the subject matter to Danish consumer. II. British printed advertisementUK version demonstrates 2 juvenility men sitting on a terrace of a luxury house with a sea view and two beautiful young women in the minimise The woman standing next to swimming pool is showered by a defame above. Next to her is another young woman, who is lying in the sun with a rainbow over her body. Aforesaid young men are two smiling and holding a bottle of beer. There is a snowing cloud between them, which keeps the beer on the table refrigerated. Perhaps, they talk to each other, sharing opinions and ideas about everything behind them, which is not realistic.It can be assumed that the man on the left is telling about his fantasy (which is the actual background of a print). This flight of imagination is correlated with a text box Carlsberg dont do the bear, but if we did it would probably be the best weather in the instauration. I will interpret it this way Carlsberg is already producing the best beer in the piece if only Carlsberg made weather, it would also be the best in the world. The informal contradiction dont is used to make the text ordinary, which links to the fact that Carlsberg beer is an everyday beer for any event, any time.According to this ad, the best weather is summertime, beautiful ladies either taking shower of rain or sunbathing and frozen Carlsberg beer with a snowing cloud above. This idealistic lifestyle theorises the fantasies and desires of younger audience, which is the actual level population. This unrealistic weather is not only a castle in the sky, a dream, but also a myth of success which implies luxury, proficient weather and exclusive alcoholic beverages. Young men stylish habiliments and beautiful beach house proves that link .British small power distance is open in this poster by the use of four independent young people who are able to make ideals in countries, where individualism is exceedingly valued. Beer-drinking culture in is also manifested in this advertisement. In Great Britain beer is a social drink, it is not consumed alone, it should be shared in a company. and like in Denmark, British are double-standard people individualistic community seekers. Overstatement in slogan Probably the best beer in the world is a sign of masculine cultures, it is often used.The features of the product related to luxury and high status is another a signal of masculinity. On the other hand, slogan also has an understatement probably which represent feminine values. Weak irresolution avoidance can be noticed in text box focused on what the product does rather than what it can. And again, if Carlsberg could modify the weather it would be just as good as their beer. Communication style is more high-context than l ow-context. This is caused by the indirect, implicit message the viewer have to understand (metaphor snowing clouds performs the role of refrigerator). III.Cultural Differences and Similarities The above analysis of Carlsberg advertisements of Denmark and United Kingdom illustrates how dominant cultural values, believes and norms reflect the style and content of particular print. There are some characteristics in common while there are a few differences. In the first place, both advertisements involves myths. However, British one provides the myth of success, whereas Danish ad is linked to old Dane traditional values such as hunting and social interaction. Secondly, in both posters beer-drinking culture is related to social process and relaxing activity.The Denmark version possess harmony, peace and community while British focal point is high quality and exclusive luxury. Thirdly, both Denmark and Great Britain advertisements are high-context despite the fact that both countries are classified as low-context. Text boxes are not that informative such as the image scenario. Although Danish ad is more symbolic meanwhile British one has more high-context communication. Last but not least, in both prints all characters are smiling, expressing the joy and satisfaction. This is a distinctive feature of strong dubiousness avoidance cultures.On top of that, both countries are double-standard combining individualism with collectivism (as previously mentioned individualistic community seekers). Still, UK ad demonstrates more signs of highly individualistic values Appendix A Danish printed advertisement, 1999 Only 11% of the Danish hunters are hunting to hunt There is intelligence that can create intense peace as the taste of the original Carlsberg humble exclusively from flowers of the hemp plant Our beer. Brewed from the best we have Appendix B British printed advertisement, 2007