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The Culture of Advertising and Consumer Culture   Term Paper ID:43154 Click to get this paper

Essay Subject: Discusses the issue of advertising to youth in Hong Kong and the importance of ...... More...

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Paper Abstract: Discusses the issue of advertising to youth in Hong Kong and the importance of age and targeting a specific audience. Paper Introduction: Advertising to Teens and Youth in Hong Kong Advertising as a field of activity is very much based on therecognition of how various demographics about the target market should anddo shape the responses of consumers to media and ultimately to productsthemselves Silverstone This report examines the significance ofage in terms of advertising targeting younger consumers i e teenagers in Hong Kong arguing as does Koh that in an era of globalization advertising is becoming borderless reflecting the homogenization ofculture of value of Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. Koh (2 ) states that there is still a distinctlygender specific ideology at work in advertising in Asia as well as a focuson collective rather than individual identity although role definitions arecommon. It is equally clear thatthere are gender differences not only in the way attitudes are manifested,but also in the ways that advertising campaigns are structured. A study described in Qualitative Market Research (Social comparisonof..., 2 8) compared attitudes of 64 Chinese adolescents age 13 to 17 withrespect to their engagement in the social comparison of materialpossessions. Targeting both males and females in the Hong Kong market is socialnetworking site Facebook (Dell first to..., 2 8). (2 8). Levy's theory is thatcontemporary society is caught in a transitional moment with an unknownoutcome. London: Sage.Hang, S.J. Such a tendency isobserved even in online advertising in a popular Hong Kong teenage magazineknown as YES!, available at yes.com.hk. Thiscompany has launched a campaign to appeal to a younger, trendier audienceand to compete against rival brands such as Yeo which use graphic imagesand designs that are meant to appeal to younger consumers. In S.J. Jenkins (2 2) defines a new participatory culturethat is based upon interactive technologies that he sees taking shape atthe intersection between three trends. Here again,cyberspace is being employed as one of the key points of entry into thisadolescent market because of widespread recognition that members of thisgeneration of consumers are very responsive to Internet advertising,particularly those that are found on social networking sites such asFacebook which has become a major advertising locus in recent years. The researchers found that adolescents in Hong Kongfrequently engage in upward social comparison with friends and classmateson branded public goods that communicate ideal social self-images. (1995). Similarly, Hang (1999) suggests that while Asian countries suchas Hong Kong are possessed of specific, integral or inherent values uniqueto the culture and its history and people, these values are no in a stateof flux as new technologies come into play - creating what some analystslike Gabriel and Lang (1995) call an almost unmanageable consumer. Asia-Pacific Review, 7(1), 131-136.Puma Time fashions a range for Hong Kong (2 8). This report examines the significance ofage in terms of advertising targeting younger consumers (i.e., teenagers)in Hong Kong, arguing as does Koh (2 ) that in an era of globalization,advertising is becoming borderless, reflecting the homogenization ofculture, of value, of trends and of consumer buying patterns. Indeed, Fowles (1996)suggests that when one goes about analyzing advertisements, one mustincorporate both the global and the local in order to ensure that one willfully understand content and meaning as well as symbolism. Facebook is workingdirectly with Microsoft's MSN to sell advertising for the Hong Kong market. Castells (2 ) sees a pattern emerging in the cultural realm intandem with the growing enclosure of communication in the space of aflexible, interactive, electronic hypertext. 2 .Wee, C.H., Choong, M.L., & Tambyah, S.K. Cell phones, computers, music players, and other digitaldevices appeal to adolescents in many different cultures across genderlines. These trends are: 1) new tools andtechnologies enable consumers to archive, annotate, appropriate, and re-circulate media content; 2) a range of subcultures promote do-it-yourself(DIY) media production, and discourse that shapes how consumers havedeployed these technologies; and 3) economic trends that favor horizontallyintegrated media conglomerates, encourage the flow of images, ideas, andnarratives across multiple media channels, demanding more active modes ofspectatorship. This tends to confirm the theoretical comments made by Castells(2 ) and others regarding appropriate advertising strategies foradolescents. Sex role portrayal in television advertising. Deciphering advertisements. This particular campaign runs across out-of-home,print, point-of-sale, and online in its efforts to penetrate the highlycompetitive watch market in Hong Kong. Advertising to Teens and Youth in Hong Kong Advertising as a field of activity is very much based on therecognition of how various demographics about the target market should anddo shape the responses of consumers to media and, ultimately, to productsthemselves (Silverstone, 1999). It is clear that this is ageneration that is composed of people who find cyberspace to be acomfortable environment and an influential one. Banner ads, rich media, and targeted marketing that includessmall interactive gifts and free gifts are seen by Cheung, et al (2 9) aslikely to be of greatest value in attracting teenagers to Internet sites asyes.com. The Unmanageable Consumer. This exerts an influence overpolitics, time and space, and the state as the central power holdinginstitution of human history. (2 9). Hong Kong Rejoice shampoo ad is memorably forgettable. (2 2). 3-9.Jenkins, H. London: Sage, pp. Accessed onlineApril 19, 2 9. (1996). New look Vitasoy stares down the competition. Singapore: Institute of Southeast Asian Studies, pp. (2 ). London: Sage, pp. Jones (ed.),International Advertising. Successful strategies for yes.com.hk. Advertisements found at the yes.com site target both male andfemale adolescents and include music, Hallmark cards, cameras, colognes andother fragrances, food products and beverages, and Internet services aswell. 167-183.Gabriel, Y., & Lang, T. Media, July 1 , 5.Fowles, J. There are multiple layerswithin social structures and social causation that are distinguishable onlyin analytical terms. Meaning is produced and reproduced through symbolic interactionsbetween actors framed by this social structure. ReferencesCastells, M. Media, November 13, p. Accessed online April 2 , 2 9.Ewells, M. (1999). Koh (2 )suggests that so-called "Asian values" can be identified, but inadvertising, universal values reflecting ideals and interests amongdemographic segments are increasingly commonplace. Any number of products are being marketed toward young consumers inHong Kong, including Vita Soy milk beverages (Fitzsimmons, 2 8). It did soin the belief that this is a particularly lucrative market in Hong Kong.As significantly, Jenkins (2 2) argues that adolescent women are just aslikely to be interested in or attracted to high tech products and servicesas are males. They are also creating new relationships of production,including relationships between capital and labor and the blurring of classrelationships. Available at http://web.mit.edu/cms/People/henry3/collective%2 intelligence.html. Ewing (2 ) suggests thatwhile Asian "values" can be identified, Asia must be approached not as asingle entity, but as a collection of disparate cultures. Media, September 4, p. "Asian values": An asset or a liability? In J.P. Available at http://ausweb.scu.edu/au/awo2/papers/refereed /cheung/paper.html. Accessed online April 2 , 2 9.Dell first to take HK ads on Facebook. The Asia Pacific tigers. (2 ). Why Study the Media? These issues are applicable to the case of advertising that isdirected toward teenagers in the Hong Kong market, a market in which Wee,Choong, and Tambyah (1995) suggest throughout Asia tends to approach from afairly patriarchal perspective in terms of the ways in which gender-basedroles are portrayed. (2 9). 225- 248.Fitzsimmons, E. (2 ). Materials for an exploratory theory of thenetwork society. Cheung, Lo, Leong, Law, and Chau (2 9)commented on the importance of Internet advertising in terms of the Chineseadolescent market, noting that the Internet has become an increasinglyprofitable medium for reaching this market segment because teens have beenidentified as heavy users of media and are greatly influenced by images inthe media. Dell Computers signed up with a Hong Kong-specific advertisement thattargets male and female adolescents and college aged students. The 'collective intelligence'of media fans. It alsorevealed that both male and female adolescents are likely to gain much oftheir information about goods and brands from cyberspace, thus tending tovalidate the idea advanced by Gabriel and Lang (1995) that media influencesover consumer behavior are increasingly shaped by new media like theInternet. Qualitative Market Research, 11(3), 316-33 .Tom, P., (2 8). (2 8). Castells (2 )makes the point that human societies are made from the conflictiveinteraction between humans organized in and around a given social structurewhich is formed by the interplay between relationships of production/consumption, relationships of experience, and relationships of power. Hang (ed.), Changing Values in Asia. (2 8). Various theories underpin this study. These comments are applicable in the case of advertising toadolescents in Hong Kong in that there are hypertext messages embedded dinmuch of this advertising. Available at http://comm 215.wepaint.com/page/Hong+Kong:+Case+Studies?t=anon. This report has attempted to demonstrate the linkage between theoryand practice in terms of the ways in which advertising that is orientedtoward Hong Kong teenagers is undertaken. This onlinemagazine appears to target both male and female adolescents although malesmay predominate in terms of their putatively greater engagement incyberspace activities such as video gaming. In passing, Castells (2 ) notes that thenew state is not any longer a nation-state, but is a network state that ismade out of a complex web of power sharing and negotiated decisionmakingbetween international, multinational, national, regional, local, andnongovernmental political institutions. The new information networks arede-centering performance and facilitating rapid structural transformationsin society. 8.Silverstone, Roger. Asian values reconsidered. Consumption relations are also undergoing changes as arecultures that are being fragmented and then recombined in the networks ofwhat Castells (2 ) calls a kaleidoscopic hypertext. It addresses the needs ofteenagers directly with advertising campaigns that include online games,music, and social features (Hong Kong: Case studies, 2 9). London: SAGE, 1999.Social comparison of material possessions among adolescents. Jenkins (2 2) draws upon the construct of "collective intelligence"that was advanced by Pierre Levy who describes a new knowledge space calledthe cosmopedia which may emerge as citizens come to a greater understandingof the potentials of the new media environment. Puma Time, a company that makes watches for the adolescent market,has initiated a Hong Kong advertising campaign targeting younger consumersthat is integrated into its sports lifestyle strategy (Puma Timefashions..., 2 8). In Advertising andPopular Culture. Interactive audiences? British Journal of Sociology, 51(1), pp. (1995). This was evident in a series of advertisements for Rejoice Shampooand Formula Pharmacal which Tom (2 8) described as using gender todifferentiate roles in beauty product advertisements that specificallytarget adolescent and young adult female consumers. 5-24.Cheung, R.C.T., Lo, P.P.F., Leong, S.I., Law, Y.M., & Chau, C.M. Digital Media, April 17, 18.Digital media across Asia. According to Cheung, et al (2 9), teenagers in Hong Kong use theInternet to fulfill needs in the following order: fun and games,college/university and homework, music, socialization, health, andshopping. International Marketing Review, 12(1), 49-64. Accessed online April 2 , 2 9.Koh, T. If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.