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Long term versus short term orientation in china 

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Long term versus short term orientation in china 

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China scores an 87 in long-term/ short-term meaning china is a long-term society that strives towards long-term goals over short-term goals (Hofstede Insights (2021)). Due to China being so goal driven this ad can show the Chinese people how quickly their goals can be crushed in a drink driving incident.

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Unlike in the UK and New Zealand, China ranks on the lower side of uncertainty avoidance at 30. uncertainty avoidance is related to the importance of what is going to happen in the future.(Hofstede Insights (2021) ) In China, uncertainty avoidance is strong in wanting to know what is going to happen in the future. The loading up of pint glasses leads to an inevitable car crash. The lead-up before the crash shows the driver's vision getting worse and worse until a truck comes into sight out of nowhere. With the link to uncertainty avoidance in China where it is important for people to know what to expect from the future.

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We held a zoom meeting during the week to make sure each of us were happy with the assignment and no major problems had occured.

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This is a screenshot of our shared google doc which was created at our first brainstorming meeting. Here we decided on our topic, picked our selection of adverts and divided them up between us.
We sorted roles, the structure of which we wanted the padlet to be in and the rules of our group.

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Alcohol culture in China is different to New Zealand and the UK, the UK and New Zealand are some of the biggest drinkers in the world. Chinese people do still partake in social drinking on a smaller scale. The Chinese feel that social drinking is a good way to make friends and do so on a regular basis just on a less intense scale compared to different countries. The people of china tend to enjoy a drink or two but don't go overboard with getting drunk and overconsuming. However, in recent years a rise in the western world drinking normalities in New Zealand and the UK has been shown to emerge in China in recent years as it becomes a developed country (Mersol & Luo 2020). With China being a restrained country the drinking culture is on a lower scale than an indulgent country.

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China is a high context country ‘which tends to rely on the background and implicit hints in the communication process to convey information, rather than using many detailed words to explain everything.’(DiVA diva-portal.org. 2012). The drunk driving advertisement from China doesn't use any dialect, the ad focuses on visuals to convey the meaning behind the message being sent out. The image of the pint glasses piling up and the driving getting less and less reactive portrays how more drinks cause driving to become worse. There is also the image of the family photo being smashed which sends a strong message without actually saying anything.

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Unlike the UK and China, New Zealand has a low context culture. In low context cultures they use indirect communication. From the advertisement it is clear that New Zealanders are indirect communicators. They don't like to create unnecessary conflict. This is undoubtedly evident  within the ad as he struggled to mention to George his opinions on him drunk driving home. He didn't want to create unnecessary confrontation and a possible falling out. It's just not in their culture to create an avoidable disagreement, meaning he only spoke up because it really mattered to him which is something George also probably noticed and took on board when deciding to stay.

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Hofstede states that indulgence refers to the freely given gratification and joys of life (Hofstede, 2011, p.15), which the UK scores high for. There is no reference to this trait in the advert.

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with a score of 66 china is a masculine society meaning that china is driven by success, this started at a young age in school where the people of china fought for the top place. Similarly, New Zealand and the UK are masculine countries. In the Chinese advertisement, it shows pint glasses which are associated with being more masculine than feminine, and it is shown that it was probably a man driving as the image of the smashed picture frame is over the man's face. The ad seems to be aimed more at men rather than women. The ad is implying that even a good Chinese man can make the mistake of driving drunk and causing detrimental effects to families. The photo includes a wife and child that the man is leaving behind. In 2017 out of the 1.5% of Chinese people who drunk drove, only 0.1% were female and the rest being male. It was important to aim this ad at the males as the majority of the drunk drivers were male.

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Alcohol and its Relationship with New Zealanders - Capri Sanctuary, NZ. (n.d.). Www.caprisanctuary.co.nz. https://www.caprisanctuary.co.nz/blog/alcohol-drugs/alcohol-its-relationship-with-new-zealanders/

Alcohol laws and drinking responsibly | NauMai NZ. (n.d.). Naumainz.studyinnewzealand.govt.nz. Retrieved November 14, 2022, from https://naumainz.studyinnewzealand.govt.nz/help-and-advice/laws-and-government/alcohol-laws-and-drinking-responsibly#:~:text=The legal age for drinking

Barker, A.B., Whittamore, K., Britton, J., Murray, R.L. and Cranwell, J. (2018). A content analysis of alcohol content in UK television. Journal of Public Health, 41(3), pp.462–469. doi:10.1093/pubmed/fdy142.

Foster, D.W., Yeung, N. and Quist, M.C. (2014). The influence of individualism and drinking identity on alcohol problems. International journal of mental health and addiction, [online] 12(6), pp.747–758. doi:10.1007/s11469-014-9505-2.

Hermeking, M. (2005). Culture and Internet Consumption: Contributions from Cross-Cultural Marketing and Advertising Research. Journal of Computer-Mediated Communication, 11(1), pp.192–216. doi:10.1111/j.1083-6101.2006.tb00310.x.

Hofstede, G. (2011). Dimensionalizing Cultures: the Hofstede Model in Context. Online Readings in Psychology and Culture, [online] 2(1), pp.1–26. doi:10.9707/2307-0919.1014.

Hofstede, G. and Bond, M.H. (1984). Hofstede’s Culture Dimensions: An Independent Validation Using Rokeach’s Value Survey. Journal of Cross-Cultural Psychology, 15(4), pp.417–433. doi:10.1177/0022002184015004003.

Lyons, A., McNeill, A. and Britton, J. (2013). Alcohol imagery on popularly viewed television in the UK. Journal of Public Health, 36(3), pp.426–434. doi:10.1093/pubmed/fdt074.

Neuliep, J.W. (2020). The Cultural Context. In: Intercultural Communication. SAGE Publications, pp.46–91.

http://www.diva-portal.org/smash/get/diva2:533284/FULLTEXT01#:~:text=Chinese%20culture%20is%20a%20representative,detailed%20words%20to%20explain%20everything..

Zeng, J. (2020) Chinese Drinking Culture, Explained. Available at: https://www.mersolluo.com/chinese-drinking-culture-explained/.

Hofstede Insights (2021) Country Comparison. Available at: https://www.hofstede-insights.com/country-comparison/china/.

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New Zealand is very similar to the UK in terms of drinking culture with over 80% of New Zealanders regularly drinking alcohol (www.caprisanctuary.co.nz, n.d.). Alcohol is a major part of  most social events with those not drinking definitely in the minority on a night out. The New Zealand Health Survey from 2019 to 2020  has shown that 57,5% of 15-17 year olds have reported drinking. Just like the UK there is a similar relationship with alcohol with 600-800 people in New Zealand dying each year from alcohol related incidences (naumainz.studyinnewzealand.govt.nz, n.d.). This is a stark reminder of how negatively alcohol can change peoples lives.

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Indulgence refers to the way in which a person is socialised growing up.(Hofstede Insights (2021) ) Cultures are defined as indulgent or restrained. With a low score of 24 china is a restrained country. Compared to the UK and New Zealand being indulgent cultures, the restrained culture does not tend to spend much time partaking in pleasure activities. The Chinese people feel that an indulgent way of life is somewhat wrong about this lifestyle. The rates of casualties related to drunk driving in China are a lot lower compared to the UK and New Zealand due to the drinking culture being so different between indulgent and restrained countries. However we cannot assume that the Chinese people will not drink and drive, there is still a 35% statistic that road casualties were related to drinking, so the advertisement is still an important message to send out to China.

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Long term versus short term orientation, New Zealand and the UK.

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Long term versus short term orientation, New Zealand and the UK.

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The UK and New Zealand both show no dominant preference to long-term or short-term orientation, scoring in the middle of the both. It is difficult to say much in regards to short/long-term orientation regarding these adverts as there is not much that suggests either had any influence. In saying that, the message at the end of the UK's advert ( In 50 years, drink driving deaths have fallen from 1,640 to 230, but thats still 230 too many) shows that there is a reference to the past and the previous accidents that happened in year before but that they are looking to lessen the number of deaths even more in the coming future, showing a certain favour to long-term orientation.

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The imagery in the advert is gory and disturbing creating a shocking effect for the viewer. Due to the UK's lack of preference of either low context or high context (Hermeking, 2005, p. 196), we can see a mix of both implicit and explicit messaging in the advert. The beginning of the advert shows no indication as to what it's about. We see the imagery of the car flipped upside down, the first responders and the serious injury of the characters but there is no indication as to what caused it. Due to the nation's relationship with alcohol and previous campaigns to end drink driving the implicit meaning is inferred. The end of the advert shows explicit coding as to what the advert is about (the deaths caused by drink driving and the efforts to lower them). The mix of both implicit and explicit messaging is evident of the UK's culture of being in the middle of the two.

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It is estimated that alcohol consumption in the UK is amongst the highest in the world for those aged above 15 . This statistic has some negative implications that come with it such as the dependency on alcohol that some people have, or the 6813 deaths in 2015 that were caused by alcohol (Barker et al., 2018). These statistics could negatively affect the UK's relationship with alcohol. The use of alcohol is prevalent in the media and frequent references to it and imagery of it appear on television media. An analysis in 2005 with studies showing that this culture of imagery of alcohol on television is three times as that in the USA or Canada. It was also found that the use of alcohol in programmes aimed at those of 12-15 year olds appeared on average 12 times per hour. (Lyons, McNeill and Britton, 2013). Another study shows alcohol appearing in 47 percent of adverts in UK television (Barker et al., 2018).

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Individualism in China is very low implying that it is a collectivist country meaning that they look after other people in their community over themselves and belong in groups. The drink driving ad shows the drunk driver crashing into another vehicle and then cuts to a clip of a smashed family picture frame. This is likely to resonate more with someone from China as not only has the drunk driver ruined their own lives but also a whole family's life has been ruined.

The high level of collectivism within the country will cause this to be a high factor in trying to stop drunk driving. Because China is a collectivist country it is less likely to be associated with problems to do with drunk driving, as being a part of a group is so important to the people of china and putting others ahead of them the act of drink driving is detrimental to others along with themselves.

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Hofstede defines high scoring countries on masculinity to have traits such as men being assertive and strong, where work prevails over family, and women being caring and family orientated (Hofstede, 2011, p. 12). According to Hofstede, UK score high for masculinity, however the only reference to this in the advert is in the last scene, where the policemen are both men, and they inform a mother of the news, who in turn, physically breaks down with emotion. The woman in this is carrying a child, also playing to the ideals that the women. This plays to the idea that the men are the workers of the culture whilst the women are the family carers. This also plays to the idea that the men don't cry and the women do (Hofstede, 2011, p.12)

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On a spectrum created by Hall indicating the positions of countries in accordance to low/high context cultures, England does not place strongly in either direction. Hall states that all cultures have aspects of both high and low context however England contains nearly equal parts of high context and low context (Hermeking, 2005, p. 196). High context cultures express messages without explicit coding, and involves facial expressions, gestures and knowledge of the culture to imply messages. This advert does not explicitly explain what is going on, in fact the advert seems rather confusing at first. There are a series of tragic accidents being shown yet the first responders in the video are singing a celebratory song. There is a large contradiction between their kinesics, that being their facial expression, body language and gestures to what they are singing about; ‘celebrate’. One would have to understand high context culture to understand that this contradiction is intended ironically.  There is no mention or imagery to any alcohol whatsoever throughout the advert. Presented in a low context culture, it would be difficult to ensure that the message would come off correctly.

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Road Safety PSA China "Glasses" is a global health organisation-led campaign. The main aim of this ad campaign is to inform people about the consequences of drunk driving in China and other countries. The communication medium used is non-verbal communication, and visual communication. This advertisement is aimed at people who engage in drinking activities trying to teach them the impact of drunk driving. This campaign was created in China in 2013. This particular advertisement is a visual of a car driving along a road with a pint glass on the dashboard. As the drive goes on there are more pint glasses added to the dashboard the driving becomes more out of control and the driver eventually crashes. The last scene is a smashed family photograph. This scene shows that the decision to get behind the wheel after drinking is detrimental to the driver and can also ruin families.

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Cultural comparisons in drink driving campaign adverts between New Zealand, The United Kingdom and China. 

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Cultural comparisons in drink driving campaign adverts between New Zealand, The United Kingdom and China. 

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Blue- China
Purple- New Zealand
Green- The United Kingdom

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Similar to New Zealand, the UK scores high in uncertainty avoidance, defined as ‘the extent to which people feel threatened by ambiguous situations, and have created beliefs and institutions to try and avoid this.’  (Hofstede and Bond, 1984. p. 419). The UK feels no ‘threat’ when confronted with an ambiguous situation. In the advert, there is no certainty as to what is happening or what will happen. The conflict between the words and the kinesics of the advert suggest uncertainty and the lack of information as to what's happening also imply uncertainty, which is in line with the uncertainty score of the UK.

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The United Kingdom ranks high in regards to individualism. Individualism refers to cultures where the individuals value their personal health and benefit before others, not like collectivism where the needs of the group are prioritised over individual needs. (Neuliep, 2020, p.51)  A study from the national library of medicine claimed that there is a correlation between individualism and alcohol identity, meaning the more individualistic the country the higher the chances that individuals will associate alcohol as a characteristic of their personality (Foster, Yeung and Quist, 2014). An interesting approach taken in this advert is the emphasis that is put on collectivism. Although a highly individualistic country, the imagery of the advert appealed to a collectivist community. The first responders worked in groups to aid at the scenes,  and the policeman that informed the woman of some bad news (although this was never explicitly explained this was the message inferred) comfort here, clearly prioritising her needs over theirs in the moment. They are showing their sense of collectivism by coming together in harmony to sing the same song that is heard by the viewers. According to Hofstede, both New Zealand and the UK rank very similarly to each other in terms of individualism as they are both highly individualistic countries. China on the other hand, is namely a collectivist country in which the ideals are centred around community and group work. This is prevalent in the advert where we see the drink driving accident cause a major upset to the family (the cracked photoframe of the family).

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The THINK! Drink Driving campaign is a government led road safety campaign. Through the medium of television, there is an annual advertisement broadcasted on television that challenges the behaviours of dangerous road activity, including drink/drug driving, improper seat belt use and distractions. This particular advert was broadcasted in 2014 for their 50th year of campaigning. This advert is aimed at targeting drink drivers in the UK. The structure of the ad is a series of clips of a fatal car accident on the road in which there is a team of first responders at the scene. The shocking element of the advertisement is the fact that the first responders are all singing, and not only that, they are singing a celebratory song; ‘Celebrate’. There is no dialogue at all throughout the video. At the end of the video, there is a statement on statistics shown concerning drunk driving. Knowledge of the problem of drink driving is necessary for the viewers to gauge the message of the advert, which appeals to a high-context culture.

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THINK! Don’t Drink Drive 50th Anniversary Advert

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This Anti-Drink Driving advertisement comes from New Zealand, a country that is considered to have a low-context culture. It is specifically targeting the New Zealand young male audience. It primerly  uses humour to get the point across about stopping drink driving. This advertisement uses the communication medium method of video to get its message across. This ad created in 2011, forgoes the usual horror and gory which is commonly used throughout  drink driver prevention ads. The objective of this ad was to get the message across that it was a personal choice to stop a friend from drink driving and that whenever you speak up to stop it you are saving a life.

This advertisement also shares the idea that you should always stand up for what you believe and not care about the way others will perceive you afterwards. An example of this is the way he didn't want to tell George not to drive in front of Monique but eventually decided that it was the right thing to do

The intention of this advertisement is to bring awareness to the problem of drinking and driving as well as to show the significance of saying something rather than just allowing it to happen and hoping for a good outcome. This advertisement achieved its purpose within the New Zealand young people by giving them the tools to stand up to stop their friends from drink driving. This ad actually went on to be a viral hit with some of the phrases in it becoming a part of the daily lingo. It was disseminated through being posted online.  This shows both the effect as well as importance an ad like this has. This is down to the fact that it took a different approach to the topic, using humour to help get the message across which resonated more with the target audience. It also resonated more with the audience as it  wasn’t saying that young people shouldn’t go to parties or drink but instead while you're partying make sure your friends don’t drive home if they have been drinking.

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NZ Anti-Drink Driving Commercial - Legend

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Like the UK New Zealand scores high on masculinity. Although New Zealand is a low context country there was only lead male representation throughout this ad. This could be down to a combination of things, for example it is an ad targeted towards a male audience and therefore decided to have male leads as it's a stereotype that they would be more likely to drive drunk  home after a night out. As well as the fact that he debated whether or not he should tell George not to drive home and make a scene in front of a girl he liked is something which would typically only cross the mind of a boy. He worried about his pride and ego when considering if it was worth it to say something to George. It is possible he felt that he would come across too feminine if he expressed his emotions and feelings towards George driving home. These are all things uncommon in New Zealand society.

However, a low score in femininity for New Zealand means that as a society they do care for others which is why he was having the internal conflict. He cared for George and didn't want to embarrass him by telling him not to drive home; however the thought of continuing life without him and his family left behind ultimately overridden the idea to keep his opinion to himself.

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Throughout this advertisement there is a high level of indulgence seen, it is similar to the UK in this way, as said before this is not representative throughout the UK ad. In the New Zealand ad they are at a party,  enjoying themselves and letting their hair down. New Zealand as a whole has a relatively high indulgence score level of 75 which shows there is a culture that likes to enjoy  life and have fun. That is why an advertisement centered around drunk driving and coming home from a party is particularly effective as it's something which most people can relate to. As well as  that there is less moral discipline seen in indulgent societies which is seen here when George was going to drive home.

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New Zealand similar to the UK has a relatively high uncertainty avoidance score of 49 which suggests that there is no preference to the fact that the future can never be known. This is inline with what we see from the ad where he struggled to tell George not to drive home as he didn’t know whether or not to try and control the future or to just let it happen. However, the glance into the future shows the possibility of what could happen and he took the necessary precautions to try and avoid this outcome.

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Individualism within New Zealand is very high at 79% and this is proven throughout the advertisement it is similar to the UK in this sense. He didn't want to tell George that he shouldn't drive home because that's not common practice in New Zealand. They are independent people who focus on themselves as individuals. They look after themselves first. It's not common to comment on someone else's business so that's why he was hesitant to do so. Coming from this culture where being dependent on others is considered shameful and embarrassing is why George was afraid to ask if he could stay over. Independence is valued highly and they take pride in it. This is unlike China which is a collectivist country.