Do you agree or disagree with the following statement? Advertising can tell you a lot about a country. Use specific reasons and examples to support your answer.
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I agree advertising can tell us a lot about the country. Advertising is just like a mirror that reflects detailed information of the host country in which it exists.
For example in Singapore, feature films in a cinema are supported by a “first half” consisting entirely of commercials. People hurry-up into the cinema so as not to miss any, and are excited when a new one appears. The ads are part of the program, a capitalist’s dream. Although both countries show a significant tendency to use more symbolic values than product attribute values in retail advertising. Moreover, the value “individualism” is used more often in television commercials shown in Singapore than in Malaysia. This is likely due to the fact that Malaysia is still hesitant to promote values that are perceived to run counter to established conventions. As for Singapore, the government has been relatively neutral in advertising content as long as religion, language and race are not exploited. Most commercials therefore tend to portray materialistic pursuit. Television commercials shown in Malaysia do not carry the value “sex” and “work”, whereas those shown in Singapore do not portray the value “leisure”.
For example, Japanese advertising is totally different of that of in Europe. Japanese television advertising is dominated by 15–second spots; therefore long narrative stories are not commonplace. In fact, most commercials opt to tell short stories or represent brief scenes. Japanese commercials do not seek to tie up all loose ends, in the same way that most western commercials do. Whereas Western advertising seeks to be much more comprehensive, tying up the creative idea, product story and narrative.
Summarizing, advertising tells lot about the host country. --(278 Words)
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