Imagery in marketing & intercultural competence: 3 X 3 tips

Outstanding images are in Marketing indispensable. But also intercultural Expertise is asked. But what is considered positive in Western cultures can, in the worst case, trigger scandals elsewhere. 3 X 3 tips on animal depictions, gestures and images of women.

Marketing: The image of the woman

Shapely curves. Blonde long hair. Provocative lingerie. The lady smiles mischievously and holds a chic smartphone into the camera. An advertising photo, which is now completely normal for us. An eye-catcher when reading the newspaper, on large-scale poster advertising and above all when surfing the Internet. Because one is clear: Sex sells! Or?

1. Sexism in Advertising: Women's rights activists are already sounding the alarm

In many countries around the world, this advertising trend and the imagery associated with it have been part of everyday life for many years Everyday life. Whether in Germany, Russia, Italy, the Netherlands, Spain or Norway: especially in Europe there are pictures of half-naked Women socially acceptable for a long time.

2. When does sexism go too far?

Dolce and Gabbana, Replay, Burger King, Skyy Vodka, the regional heating engineer or the gym next door - again and again fall big and small Companys through suggestive or sexist imagery Advertising on. The Industry doesn't matter, the phenomenon can be seen in everything from furniture stores to fast-food chains.

In the meantime, there has been increasing debate as to whether such images go too far and whether women are reduced to sexual objects. Women's rights activists are increasingly calling for a general ban on sexist advertising. In my Eyes Rightly so: when women are reduced to their beauty, explicitly reduced to certain parts of the body, that is discriminatory and wrong!

3. Sex does not sell

What is now leading to discussions again in our country is absolutely unthinkable in other countries and cultures. Because especially in numerous Arab and African countries, the extreme goes exactly in the other direction. Unfortunately, in many places women are still considered People second class and may not be shown in public on pictures. Particularly strict Regulate there are, for example, in Yemen, Pakistan, Syria, Iran, Jordan, Egypt, Morocco, Chad, on the Ivory Coast or in Mali.

In China, the Rich the middle, you go, so to speak, a middle way. Women and men have equal rights in the People's Republic – at least according to the constitution. However, public portrayals of women are treated more sensitively than is the case in Europe. For example, the car company Audi and the furniture giant Ikea have recently apologized for their commercials. They were perceived as sexist in China and have triggered real scandals.

Gestures in international comparison

The books on the subject (advertising)

“Small gestures, big ones Effect” and “a picture says more than a thousand words” – these proverbs are internationally valid. But the Significance the imagery can be very different. This is especially true for expressive gestures. Because these can also be interpreted completely differently in other countries. Some example:

1. Thumbs up is positive?

Thumbs up! A gesture that in many countries is immediately associated with “All right” or “Like”. For Facebook-Users of course anyway. In other states, however, this sign can cause a lot of trouble.

In Russia, Greece and parts of Africa and Australia it is an offensive gesture. In Turkey, it can even be understood as an invitation to homosexual acts.

2. Everything OK?

“The food tastes great!”, “Great!” or "Everything okay!" - There is also visual language for this. In Germany, Great Britain, Canada or Mexico, for example, the circle of fingers is used, shaped by the thumb and index finger.

This should be better left in other countries like Spain, France, Tunisia or Belgium. The gesture is there namely as insult understood. It means something like "zero" or "worthless" and is frowned upon in a similar way to us as the "stinky finger".

3. Victory - a clear sign?

Imagery that everyone knows: if the index and middle fingers form a “V”, it is clearly a victory or peace sign. The gesture usually stands for Success or peace. In Asia, such as Japan, Taiwan or South Korea, the character can also underline a smile and means something like happy.

But beware: in Greece the hand gesture means something like “go to hell”. Above all, you should make sure that the back of the hand does not point outwards. Because that's a serious insult, especially in South Africa, Great Britain, Ireland, New Zealand and Australia. Unfortunately, former US President George W. Bush was not aware of this difference in imagery when he visited Australia and was unconsciously offended Audience.

Bush would probably have been able to show a bird - but even this gesture is not clear. For the index finger on the forehead is a welcome gesture in the USA. It shows the other wordlessly that one considers him smart and clever.

Animal differences

Animal pictures are always well received. But even with this theme, the motives are interpreted differently from country to country.

1. Smart or stupid?

For example, the picture of an owl in Germany and many other countries stands for wisdom and wisdom Intelligence.

In China, on the other hand, the bird is the symbol of mischief and stupidity. You can fast fall into a trap.

2. The thieving magpie

Another flying example is the magpie: the black-and-white feathered animal is considered to be thieving and deceitful and does not arouse any positive associations.

Quite different, for example, in South Korea: here the magpie, the highly regarded national bird, in the yin-yang colors of the cosmic Energy.

3. Sneaky or holy?

Also in the representation of reptiles it can lead to misunderstandings: The snake stands with us for intrigue, malice, death and ruin.

In India, however, it is a sacred animal and is considered a sign of the creative power of the earth. So sometimes the interpretation of a picture is far from reality?

And finally ...

From years of experience I know that the differences in the international imagery can cause misunderstandings, disputes and in the worst case scandals. Especially on websites on the Internet.

Image content must be viewed and analyzed very sensitively from country to country. You should always be very well informed about foreign occurrences on site and, in the best case, consult an expert for localization. It is worth it ..

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