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This sophisticated modern woody scent is sure to impress. Beginning with a bright touch of cardamom and ginger, this elegant aroma deepens as floral and cypress notes sink in. The scent reaches its fullness as leather, sandalwood, and vanilla bring forth a wonderfully smooth finish.

Imagine walking through a dewy forest at dawn, feeling the soft earth beneath you as you watch the first rays of sunshine peeking through the leaves.

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It is impossible to analyse Hungary’s cultural context - even with the aid of models and theories such as Hofstede’s or Hall’s - without talking about Hungary’s sense of nationalism, community, and connection to history.

When looking at history, Hungary has always stood firm in its identity. Many of the products sold in the country, from sweets such as Dunakavics (Danube’s pebbles) or even the perfumes in question from this specific company, draw upon traditional Hungarian imagery. These encoded messages are immediately understood and decoded by the Hungarian population. Hussars, for example, are a symbol of the nation, heroism and freedom, therefore the products named after them or featuring them are appealing to and resonate with the audience from the get-go. This categorises Hungary as a High-Context culture, whose other definition and traits are in line with Hall’s descriptions, while also confirming Hofstede’s assertion that it scores low on the Long-Term Orientation scale, as Hungarians place an emphasis on tradition and history.

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A Hussar is a member of the light cavalry from the 17th, 18th and 19th centuries. Their romanticised perception is that they are dashing and adventurous, which is also highlighted in the opening, scene-setting paragraph of the advertisement.

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General Analysis and Introduction of the Advertisement

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General Analysis and Introduction of the Advertisement

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The advertisement appeared on the company’s website, and was always intended to be written and read online.

It is entirely visual, both relying on showcasing the product through images and through textual mediums as well.

The target audience consists of Hungarian men, as it is an eau de toilette, and is advertised as such: thus, we can say that it is attempting to appeal to the masculine population of Hungary, who are able to decode and recognise the cultural, historical and various other meanings behind it, such as the product name and its origins.

It is relatively new, dating to 2020, and its main purpose is to, of course, advertise and sell the product, while also providing information about it in an appealing manner, such as the listing of scents, the opening passage which paints a vivid scenery, and the attempt to appeal to multiple senses, such as sight, and mainly, smell.

Its structure is relatively straightforward: The picture takes up a large part of the website, thus drawing attention, and the text is oriented to the right side of it, separated into multiple sections. The ‘setting the stage’ part, the product description, and finally, the list of ingredients.

The message is entirely implicit: It never states to ‘buy this product’, instead it tries to win the appeal of the customer by

-creative word usage,

-evoking a sense of nationality and belonging and desire in the opening paragraph,

-and strong language (‘Seducing and intoxicating’, its ‘masculine and pitch black self’) to make the product appear desireable for men.

It is openly sexual, strongly masculine, and caters to ‘masculine’ values as well. (The imagery of a horse rider, moustache, straight-backed, association with chivalry)

The terminology is typical of the perfume industry, with the listing of scents, the parts/bases of perfumes, the language designed to have an effect on people’s sense of smell, but also, the usage of archaic, historical Hungarian terms that do not have an equivalent elsewhere (Kackiás bajusz = ‘curled up’ mustache, ‘megpödri’ = twists/twirls, but it is only/mainly used for this one movement of fixing one’s mustache)

The ‘narrator’ of the passage doesn’t speak to the reader directly, nor is the customer ever addressed: The language is informative, ‘emotional’ and designed to paint an accurate picture of how the perfume smells and the effect it has on others. It has a long run-on sentence, typical of Hungarian, and while informative and highly detailed, doesn’t use everyday terminology.

(For example, ‘teremteni’ is an ‘elevated’ way to say ‘create’, mostly associated with God and his power to create. When saying that a person makes something, Hungarian uses another verb, ‘csinálni’ more often). Hungarian advertisements have a tendency to use passive speech with the viewers, not addressing them directly, or when they do, they use the more polite, formal way of addressing the person, since respect is seen as important.

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The ad - using text description - mixes pleasant smells such as sage, lavender, and raspberries with ones most often associated with manual labour and less ‘desireable’ ones, such as stables, tobacco and leather saddles.

The end result, however, is evocative of the heroic figure and traits associated with the protagonist and titular Hussar character, and thus serves to, once again, make the product appealing.

The association between the scents and the titular character is immediately understood by the target audience.

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Overall, the American culture it typically associated with low context culture, Individuals frequently depend more on a word's literal meaning as They may not rely on implicit clues to convey information, thus they prefer straightforward and precise communication. Messages should be concise, direct, and precise.

Adam had to be one with the horse. Proxemics is not prevalent here

Oculesics: the eye contact from horse and celebrity. As they both stare into your eyes the audience becomes more intrigued. It is stated that in America 40% of eye contact is used, stated by Matsumot& Hwang 2012

Physical appearance which relates to  Cultural traditions frequently shapes our perspective of what is deemed attractive.

In American culture it is difficult to pinpoint as the culture leans towards indulgence or restraint as it is mixed with different cultures from around the world. There is a strong emphasis on personal happiness and freedom which relates to indulgence. The vast majority of the population can agree that the citizens have a strong work ethic and dedication to their responsibilities which is a sign of restraint. This variety within social groups as they have their norms and values. The U.S is an " indulgent society with relatively high score of 68 on this dimension" Enkh-Amgalan, R(2016)

It is important to note that the American culture is considered to have low uncertainty avoidance, meaning that they are willing to adapt to change in any given situation or environment with the aid of rules in place

According to Hofstede's theory, the United States is characterised by short-term orientation. This is evident as the historical background has shaped the perspectives of those within the culture. United States citizens focus on opportunities, and face paced lifestyle which corresponds to their needs.

United States has a low power distance indicating that " low power distance organisations tend to have a flat organizational structure" It is clear that United states follows this idea as they focus on themselves

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Hungary is, according to Hall, a High-Context Culture, which means that the way people communicate is implicit, indirect, and context is heavily relied upon. People are also deeply connected to one another, and there is always a sense of larger community behind everything. (He Bai, 2016.) Some characteristics of High-Context Advertising that stay true to Hall’s theory and framework in this case include:

Promotion of values: The Hussar and product name both promote values considered important by Hungarian culture at large, such as history, freedom, a ‘historical, masculine’ ideal, and even the language used (most of which gets lost in translation) is archaic, and filled with expressions that cannot be translated, and are immediately associated with a bygone era (mostly the 19th century). Thus, it can be said that the language is stylised.

Product: The product is central in the advertisement, and is showcased from multiple angles, with and without the added illustration. The promotional text also focuses on it - after a short introduction/illustrative paragraph - and its main task is to illustrate the scents and feelings that the product possesses. Further down, it lists the ingredients/smells one by one, using technical terms typical of the perfume industry. It indirectly places emphasis on the quality of the product, and the way it lists the ingredients in a detailed manner is characteristic of a masculine society (Perez, 2014. Hofstede 1991.).

Transparency and Linear Navigation: The website is easy to navigate: There is no unnecessary information, the advertisement page is clean, however it is detailed and carefully made. It is pleasant to look at, and is appealing to the buyer.

Celebrities are not used to advertise and endorse the product - instead, it is national symbols that take the centre stage. The product pictures and the amount of text are more or less the same size as well, though the website clear, simple, but at the same time, appealing to look at.

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Blueberry Hero encourages people who are dedicated to men to embrace their true selves with both a poster and a video advertisement. It depicts a guy embarking on a quest for self-awareness. The horse, a powerful animal that symbolises the might of our heroes, is present to convey the tender soulfulness that permeates his spirit. It is significant to remember that the horse is a symbol of authority and domination. The horse and the celebrity reflect each other. The advertisement not only targets men based in the United States, but worldwide as the perfume and actor are known throughout the world, which is an extremely beneficial marketing strategy.

Adam is the face behind the advertisement; he portrays the splendour of nature while yearning for independence and self-transformation.

Visual communication is evident in the Burberry perfume advertisement, you can see the horse and Adam the celebrity as the main faces in the poster compared to the perfume bottle. This instantly catches the viewer's attention before discovering the name and what the perfume bottle looks like. The ad is eye-catching, it's as though you gravitate towards it. It is important to note the detail the ad holds, it's simple and easy to read, and there is a small amount of text shown in the ad " Burberry Hero, The New Eau De Parfum"

In today's society, American advertisements are incredibly adaptable. There is a wide range of men and women in any advertisement published to the audience, indicating that it is not biased towards any one gender. The perfume advertisement delves at the fragility of males and the influence of marketing on how men perceive their bodies and how they are becoming more sexualized. Which media are getting more comfortable with showing

Furthermore, there seems to be a hint of implicitness. It is highly sexual but it is normalised in American culture. The creativity of the precise words used in the description

The campaign was created in Tenerife Spain, however, the culture refers back to United States

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Yoon Chan Young is a famous South Korean actor who has starred in many popular K-dramas and movies. The choosing of a celebrity to promote a product is very typical in South Korea.

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Youthful Appearance: South Korean culture highly values a youthful appearance, and this is reflected in the male beauty standards. Men are often expected to maintain clear and youthful skin, which has led to the popularity of skincare routines and products among South Korean men. This emphasis on youth aligns with the collectivist nature of the culture, where fitting in and appearing harmonious is important.

Well-Groomed: South Korean men are expected to be well-groomed, with a particular emphasis on clean and stylish fashion. This aligns with the masculinity dimension, where personal presentation and appearance are significant.

Androgynous Features: South Korean male beauty standards often favour androgynous or "pretty boy" looks, which may challenge traditional Western concepts of masculinity. This aligns with the evolving nature of masculinity in a globalized world, where beauty standards are not solely tied to traditional masculine traits.

Slim and Fit: There is an expectation for men to maintain a slim and fit physique, which aligns with the emphasis on personal appearance and fitness often associated with masculinity in South Korea.

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1. Power Distance: South Korea exhibits a relatively high Power Distance. This means that there is a clear hierarchy and respect for authority within South Korean society. Hierarchical structures are prevalent in the workplace and other social settings. Respect for elders and authority figures is deeply ingrained in Korean culture.

2. Individualism vs. Collectivism: South Korea leans more towards collectivism. Korean society places a strong emphasis on group harmony, family values, and loyalty. The needs and goals of the group often take precedence over individual desires. This collectivist orientation is evident in the strong bonds among family members and the importance of teamwork in the workplace.

3. Masculinity vs. Femininity: South Korea traditionally had a more masculine culture, emphasizing competition, assertiveness, and success. However, in recent years, there has been a shift towards a more balanced approach, with an increasing recognition of the importance of work-life balance, quality of life, and the role of women in the workforce.

4. Uncertainty Avoidance: South Korea scores relatively high on the Uncertainty Avoidance dimension. This means that there is a strong desire for stability and predictability. Rules and regulations are important in various aspects of life, and there is a preference for established routines and processes. Innovation and risk-taking can be viewed with caution in Korean culture.

5. Long-Term Orientation vs. Short-Term Orientation: South Korea tends to have a Long-Term Orientation, which means that they place a strong emphasis on perseverance, thrift, and preparing for the future. This is reflected in the value placed on education and the diligent work ethic prevalent in Korean society. However, there is also a balance with short-term concerns, as seen in the fast-paced, technology-driven business environment.

6. Indulgence vs. Restraint: South Korea is moving towards a more indulgent culture, particularly among the younger generation. This means there is an increasing focus on personal happiness, leisure, and self-expression. South Korea's vibrant pop culture, entertainment industry, and trends like K-pop and K-drama are examples of this shift towards indulgence.

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‘Conflicting’ Points between Hall and Hofstede

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‘Conflicting’ Points between Hall and Hofstede

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As stated earlier, Hungary is a High-Context society, which is represented well in this ad, by its focus on implicit, encoded messages in communication, focus on traditions, and a sense of greater community, where messages are understood by everybody who is a part of the culture.

However, Hofstede rates Hungary as a highly individualistic society (With a score of 71), and, while it is true that people are expected to take care of their immediate surroundings first, rather than the community at large, I would not say that there is no cohesion to be found elsewhere, especially as seen in this advertisement. There is still a sense of collectivism about Hungarians, and a strong sense of unity and cultural identity. It is common to say ‘we accomplished something’ when a Hungarian individual achieves a great feat (such as winning the Olympics, or a Nobel Prize)

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Introduction and analysis of the advertisement 

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Introduction and analysis of the advertisement 

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In a captivating advertisement on Elorea's website, a pristine and harmonious vision comes to life. A youthful Korean man, his visage clean-shaven and exuding an air of effortless elegance, stands embraced by branches. With the deep green backdrop, nature's embrace seems to wrap around him, creating a tranquil and mesmerizing scene.

The man, representing the ideal of modern South Korean masculinity, holds Elorea's ‘Earth’ perfume, the embodiment of nature's enchanting essence. This fragrance, designed for both men and women, subtly celebrates the balance between strength and grace, echoing the Korean cultural values that unite them. The interplay of masculinity and femininity is symbolized not just in the scent but also in the choice of a male model, reflecting the perfume's versatility and its appeal to young South Korean men who appreciate elegance and self-expression.

On the bottom of the advertisement Elorea's brand symbol is prominently displayed, subtly anchoring the ad in South Korean identity. The symbol is a testament to the company's deep-rooted connection to its cultural heritage and its commitment to crafting products that embody the spirit of Korea.

This advertisement speaks to South Korean values of harmony with nature, the balance of traditional and modern, and the pursuit of beauty and elegance. It resonates with the target audience, offering them a perfume that not only captures the essence of their culture but also allows them to express their individuality and embrace their personal style.

The ad is new (2023), and the website states:

"Each fragrance is inspired by trigrams on the Korean flag (Taegukgi), which collectively represents the four elements of the world."

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South Korea’s and the United States’ beauty standards are frontal in both of their advertisements, with the model and advertising personality playing just as large of a role as the product itself. South Korea and the US both employ celebrities in their ads, while Hungary draws upon cultural heritage in theirs.

South Korea’s advertisement is more androginous than the outwardly masculine and sensual Western Adverts from Hungary and the explicitly sexual one from the United States. This shows the differences between the values of each country.

The presence (or reference to) a horse in both the North American and Hungarian advertisements symbolise the heroic aspects of both characters while also carrying a dominating and authoritative undertone.

South Korea’s advertisement is more implicit and subtle with its symbolism and deeper cultural meanings, such as balance, harmony, and the blend of masculinity and femininity.

Additionally, Hungarian advertisements are mostly translated versions of Western Commercials, thus creating an overlap between cultures. (Especially American) It is rare to see a truly Hungarian commercial, but when it does happen - in the case of the perfume analysed here - it often draws upon cultural, national, and historical traditions.

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South Korea and Hungary’s ads both overlap in the manner that they both place a high emphasis on culture, heritage, and tradition, which is showcased in various ways:

South Korea has a reference to the country’s flag, which in turn stands for harmony and balance.

In Hungary’s case, the product name and illustration represent heritage and tradition.

Both of them express and capture essential parts of their cultures while also showcasing cultural ideals. Both South Korea and Hungary are High Context Cultures, which means the communication is implicit and requires prior knowledge to fully comprehend and grasp. This can be seen in the simplistic design of the Korean advertisement, where many details, such as the flag’s significance and the blending of modern and traditional would not be understood by people unfamiliar with the culture, or how the Hungarian Hussar’s cultural heritage, connotations, or even the perfume scent’s deeper meaning would be unable to be decoded due to unfamiliarity and missing context.

The United States, in the meantime, is a low-context culture, which means that they rely on clearer, more open communication, leaving little to be inferred from context cues or prior knowledge.

‘The new Eau de Parfum’ it states, saying as much as it needs to say and wants to say to get the message across.

It is straightforward and uses less words to get its point across than the South Korean or Hungarian ads, and doesn’t hide the fact that it is a promotional material.

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The cultural orientations associated with american ads especially perfume, if the openness and comfort shown by the celebrity. This is made clear by the celebrity's exposed the skin, which is displayed in the advertisement. This falls under the category of cultural orientation. In contrast, a woman would not appear shirtless if she undertook the same advertisement.

Product: The main feature of this product is to get the audience's engagement. It grabs the audience's attention if they are animal lovers or familiar with Adam Driver. The ad reveals simplicity. However, it is important to note that the perfume colour contrasts perfectly with the horse with Adam. Even though it is not the centre of attention, you can still notice the perfume. This allows the audience to focus on Adam, the horse and the perfume at the same time. The description is highly detailed “cedarwood oils, luminous crescendo and incense”. ​​It highlights the importance of product quality and openness. The description and ingredient allows the viewers to get a sense of the smell

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Differences in advertising based on Hall & Hofstede 

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Differences in advertising based on Hall & Hofstede 

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1. Individualism vs. Collectivism (Hofstede):

The U.S. places a strong emphasis on individualism in advertising, promoting personal success and self-expression. Messages target individual needs and desires.

South Korea leans more toward collectivism, promoting group harmony, family values, and community. Advertisements may stress how a product benefits the family or the broader social group.

Hungary falls in between but leans slightly toward individualism, similar to the U.S. Advertising in Hungary may emphasize personal choice and benefits while acknowledging the importance of family and social connections.

2. High vs. Low Context (Hall):

American advertising is lower-context, using clear and explicit messages. It relies on direct communication, highlighting product features and benefits.

South Korean advertising, being higher-context, often uses subtle, indirect, and implicit communication, including symbolism and emotional appeals.

Hungary falls on the high-context scale. There is a respect for traditional values and historical knowledge in Hungary. The hussar on the Hungarian perfume ad represents an idealised form of adventurous masculinity, but requires knowledge of Hungarian history to fully grasp.

3. Power Distance (Hofstede):

The U.S. has a relatively low power distance culture, and advertising often showcases equality and empowerment.

South Korea exhibits a higher power distance culture, where advertising might employ authority figures or celebrities for credibility.

Hungary typically falls between these two. Hungarian advertising may use authority figures to some extent but also emphasizes the importance of trust and relationships.

4. Motivation towards achievement and success(Hofstede):

American advertising, influenced by a more masculine culture, focuses on competition, achievement, and assertiveness.

South Korean advertising, which balances masculinity and femininity, highlights not only success but also harmony, work-life balance, and personal well-being.

Since Hungary places high on the motivation towards achievement and success scale, their advertising like the USA promotes values of innovation and competition.

5. Uncertainty Avoidance (Hofstede):

The U.S. tends to have a lower level of uncertainty avoidance, which encourages advertising that celebrates innovation, risk-taking, and novelty.

South Korea, with a higher uncertainty avoidance, may prefer established and trusted brands and traditional values.

Hungary usually falls in between. Hungarian advertising may combine an appreciation for both innovation and tradition, depending on the product or service being promoted.

6. Monochronic vs. Polychronic Time Orientation (Hall):

The U.S., with a monochronic time orientation, values punctuality and efficiency.

South Korean advertising may take a more relaxed and holistic approach due to its polychronic time orientation, focusing on the process and experience.

Hungary, being more balanced, typically values punctuality but also appreciates a more relaxed approach depending on the context.

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https://www.flannels.ie/burberry-hero-eau-de-parfum-759045#colcode=75904571

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Introducing Burberry Hero | Burberry® Official

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Discover the new fragrance for men Burberry Hero by Riccardo Tisci. Adam Driver embodies freedom and transformation.

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https://terrahungaria.hu/?page_id=1675

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A huszár, ahogy beléptet a lován, délceg tartással, megpödri kackiás bajszát, megböki bőrcsizmájával lovának oldalát és megsimítja fényesre izzadt pej szőrét. Huncut, csábító, bódító a finom légörvény, ami utána marad.

(Katrics Krisztina - Örökség Alkotóműhely)

Központi szereplő a fekete liliom akkordját megteremtő sudárzsálya, melynek lovardákat megjelenitő illatprofilját gazdagon átszövi a levendula, egy lehelletnyi vérpiros málna, a poros és vajas írisz, a rumos, sötét, balzsamos és aszalt gyümölcsös jegyeket felvonultató madagaszkári vanília és francia széna kivonata. Férfias és éjsötét énjét a pipadohány, a bőrnyereg akkordja, a száraz és füstös fák mint a guaiac és cédrus, valamint egy csipetnyi oud illata teremtik meg.

(Bálint Csaba - Parfums Balint)

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A huszár, ahogy beléptet a lován, délceg tartással, megpödri kackiás bajszát, megböki bőrcsizmájával lovának oldalát és megsimítja fényesre izzadt pej szőrét. Huncut, csábító, bódító a finom légörvény, ami utána marad.

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Wu, M. (2006). Hofstede's cultural dimensions 30 years later: A study of Taiwan and the United States. Intercultural communication studies, 15(1), 33.

Enkh-Amgalan, R. (2016). The indulgence and restraint cultural dimension: A cross-cultural study of Mongolia and the United States

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Bai, H. (2016). A cross-cultural analysis of advertisements from high-context cultures and low-context cultures. English Language Teaching, 9(8), 21. doi:10.5539/elt.v9n8p21

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https://www.hofstede-insights.com/country-comparison-tool?countries=hungary%2Csouth+korea%2Cunited+states

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Francisco Miguel Ivorra Perez. (2014). Cultural values and digital discourse. Journal of Intercultural Communication, (36)

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Merkin, R.S. (2009) ‘Cross-cultural communication patterns: Korean and American communication’, Journal of Intercultural Communication, 9(2), pp. 1–10. doi:10.36923/jicc.v9i2.481.