The Cultural Environment in China

Culture defines a country and its people and has a big influence on how they behave, how they communicate and what morals they live by. Therefore, the cultural environment of China needs to be studied in depth to successfully advertise in the Chinese market.

Marketing in different cultures poses some ambitious challenges for international businesses and advertisers. This becomes very clear in the following statement:

“The problem of communicating to people in diverse cultures has been called one of the great     challenges in marketing communications.”

                                                                                                       (Ricks in Mueller 2011, p. 114)

Chinese culture is rooted in millennia-old traditions and behavioural patterns, which are still very evident today.
The various ways of communication for example – whether it is verbal or nonverbal – play a significant role in Chinese culture and therefore need to be respected in advertising.

One of the most crucial requirements that have to be fulfilled to successfully communicate advertising messages in a foreign country is the ability to speak and understand the local language.
Even though Mandarin is the most spoken language in the world, it still consists of hundreds of different spoken dialects, which can pose quite a challenge for advertisers depending on what consumer group is targeted.

It is furthermore vital to avoid errors when translating advertising messages and slogans as this can result in embarrassing mix-ups.
A good example therefore is the case of “Schweppes Tonic Water”, which in Italian translates into “Schweppes Toilet Water”. (Mueller 2011, p. 122)

Another relevant aspect of verbal communication is context. China can be defined as a high-context culture, in which messages are more “implicit and ambiguous, with communicators relying much more on nonverbal behaviour, the physical setting, social circumstances, and the nature of interpersonal relationships”, according to Edward T. Hall (quoted in Mueller 2011, p. 121).
This influences the advertising messages profoundly as their approach needs to be more soft sell as in low-context cultures like the United States.
Consequently advertising messages in China tend to be more intuitive and emotional.

China is a country with a high power distance, which means that a strict hierarchy exists within society that needs to be respected. 
This reflects in Chinese business structures and should always be considered when starting an advertising campaign and/or dealing with local business partners.
A high power distance can moreover result in an unpredictable business environment and fast changing legal regulations that need to be adhered to when operating in China.

Religion is also an important cultural aspect to consider when moving into a foreign market. Nike itself once made the mistake of featuring a logo that resembled the word “Allah” on a line of shoes, which is perceived as very inappropriate in Muslim countries and resulted in wide criticism (Mueller 2011, p. 129 ff).
These three factors are examples for the various aspects that marketers and advertisers need to gain information of and include into their advertising campaigns when entering the Chinese market. Failing to carefully observe foreign cultures can have serious consequences. 

Nike for example, once had to pull the Chinese commercial “Chamber of Fear” starring Lebron James, after the Chinese authorities called the ad “blasphemous and insulting to national dignity” (Wahingtonpost.com).



Sources:

Mueller, Barbara, Dynamics of International Advertising, Peter Lang Publishing, Inc., New York, USA, 2010

Washingtonpost.com