Culture Difference in Consumer Behaviour

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The main character of the commercial is a dog, which is a principal element of the concept of “American Dream”. Therefore, American people are immediately emotionally connected while seeing that cute yellow Labrador puppy. In the contrast of China’s collectivism, the United States tends to be individualism. It should be very powerful to tell a story about an individual and that individual can be anyone.

In the video, the relationship between the puppy and the horses was deepened from their first look, and it reached a climax when the horses stood for the puppy and drove away the wolf. The theme of the commercial is friendship, and it is confirmed with “Bestbuds” being the ending subtitle of the video. Friendship is highly valued in the American culture, which is used by Budweiser to tell people that even in your darkest hour, your friend will bail you out. Only your buds. In the final shot, the man was drinking a Budweiser beer with a horse and a dog, with his “buds”. It wants to deliver the message that Budweiser is the awesome thing that better than family or religion. It is the glue between you and your “buds”. It shows that friendships are important and you should cultivate them deeply with Budweiser. “Only Buds”. Budweiser creates a strong association between friendship and their product. It influences people that they should drink Budweiser with their friends.

The video is targeting American men age from twenty-five years old to forty-five years old, but it can also be people who love dogs or even horses. Overall the commercial did a very good job to appeal their target audience. It successfully converts the value of friendship into the value of their product. Not to mention the loving shots and the music.

The same Budweiser and in the same year, however its marketing strategies in different countries were completely different. The role of culture plays a crucial part in persuasive marketing communications. A year of goat television commercial would be a laugh during the Super Bowl game, and a dog poster in the year of goat in China would fail. Only by capturing the dominant culture value of the customers can a brand thrive and prosper.

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Appendix

1a

[pic 3]

1b

[pic 4]

1c

[pic 5]

2a

https://www.youtube.com/watch?v=otCxSnu_HXA

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