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This advert was uploaded to YouTube on the 31st of August 2023 by Hamam India. It shows a young girl training to be a Police Officer and getting muddy as a result. After that, presumably her mother washes her with the soap product being advertised.

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Hamam Bathing Soap |With 100% pure Neem Oil |Dermatologically Tested

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This advert was uploaded to YouTube on the 14th of August 2020 by Hawaii Nigeria. It shows three women wearing bikinis, on a tropical island setting. There is upbeat Afro-Beats music playing while the three women wash themselves with the soap product, in a suggestive manner.

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This advert was uploaded to YouTube on the 28th of June 2016 by Dove US. It shows a group of diverse women talking about what other people have said about their appearances or general demeanour. They then respond to these comments in an empowering manner with the tag line 'My beauty, my say'. No product is shown, only a brand name.

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Dove | Beauty on your own terms #MyBeautyMySay

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The Cultural Dimensions were created by Geert Hofstede as a guideline to understanding and measuring the differences between cultures. In his own words, 'Cultural dimensions represent independent preferences for one state of affairs over another that distinguish countries (rather than individuals) from each other.'

The five cultural dimensions are:

1. Individualism vs Collectivism

2. Uncertainty Avoidance Index

3. Masculinity vs Femininity

4. Long Term Orientation vs Short Term Orientation

5. Indulgence vs Restraint

6. Power Distance Index

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Individualism refers to a sense of self rather than community. An individualistic society promotes looking after yourself and your immediate family above all.

Collectivism refers to a sense of community rather than a sense of self. A collectivist society promotes looking after each other on a community level. Hofstede G. (1980).

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Individualism vs. Collectivism in Terms of Indian Soap Advert

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Individualism vs. Collectivism in Terms of Indian Soap Advert

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Collectivist Elements: The advertisement highlights the use of Hamam soap in family settings, emphasizing its benefits for everyone. This aligns with India's collectivist culture, where family and community play a crucial role. The ad portrays the soap as a product that caters to the well-being of the entire family, promoting collectivism.

Emphasis on Tradition: The ad subtly incorporates traditional elements, which are important in a collectivist society like India. The presence of traditional clothing, rituals, and family gatherings (as seen at the end of the ad when they all go to support her) reflects a sense of shared heritage and values.

Personal Benefits: While the ad highlights the benefits of using Hamam soap for the family, it also appeals to individual preferences by showcasing the soap as a means to achieve personal skincare goals. This balances the collectivist and individualist dimensions.

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Individualism vs. Collectivism in Terms of Nigerian Soap Advert

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Individualism vs. Collectivism in Terms of Nigerian Soap Advert

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1.     Collectivist Elements: The Hawaii Soap TVC strongly emphasizes collectivist elements. The ad showcases a sense of community, togetherness, and shared values. The people in the ad come together at the waterfall, highlighting the importance of collective experiences and relationships.

2.     Emphasis on Tradition: The presence of a natural waterfall and traditional attire suggests a connection to cultural traditions and values. These elements align with the collectivist nature of Nigerian society, where tradition and community are highly regarded.

3.     Personal vs. Collective Benefits: While the ad highlights the personal benefits of using Hawaii Soap, such as smooth and beautiful skin, it does so within the context of a collective experience. The soap is presented as a product that contributes to the overall well-being and enjoyment of the group, reinforcing collectivist values.

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Individualism vs. Collectivism in Terms of US Soap Advert

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Individualism vs. Collectivism in Terms of US Soap Advert

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1.     Individualist Elements: The Dove ad primarily promotes individualism. It celebrates the personal achievements and aspirations of the featured women, emphasizing their unique paths to success. This aligns with American cultural values of individualism and self-expression.

2.     Emphasis on Tradition: The ad doesn't prominently feature traditional elements or cultural practices. Instead, it focuses on breaking away from traditional expectations, which aligns with the individualist dimension in American society, where personal choices and non-conformity are highly valued.

3.     Personal vs. Collective Benefits: The ad highlights the personal benefits of pursuing one's goals and defining beauty on one's terms, reinforcing individualism. While it showcases personal empowerment, it also emphasizes the broader message that such empowerment can benefit women collectively, encouraging solidarity.

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Indulgence can be described as a society which allows relatively free gratification of basic and natural human desires related to enjoying life and having fun.

Restraint can be described as a society that, unlike indulgence, controls gratification of needs and regulates by means of strict social norms. Hofstede, G. (2011).

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Indulgence VS Restraint in terms of the Indian soap advert 

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Indulgence VS Restraint in terms of the Indian soap advert 

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This advert opens with what could be described as a young girl crawling through mud for some sort of training, army or police officer we can presume. We see her beat down to the fact that she is constantly getting dirty with her line of work. She says the line "How am I ever going to be a police officer". We then see the image of her basic needs being met with this soap. However, we can say the indulgence side of things is being met, but it could be said it is only being met for a certain cohort of people, not everyone wants to be a police officer or work in a situation where you get dirty every day. Clearly, there are no restraints as the advertising did not focus on what would meet everyone's needs and the practicality of the everyday use of soap and the basic need of everyone rather than this one young female. With a low score of 26, India is generally a culture of restraint. Restrained societies do not put much emphasis on leisure, so it is interesting to see that even though this advert portrays indulgence, it does not put leisure in the spotlight.

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Indulgence VS Restraint in terms of the Nigerian soap advert 

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Indulgence VS Restraint in terms of the Nigerian soap advert 

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Nigeria has a very high level of indulgence, with a score of 84 on the country comparison tool. "Step into paradise" is certainly a line that screams indulgence, the reality is that is not a practical need, every time we use soap we do not need to be transported to paradise, so this add is clearly an indulgence, however, the use of the words "softer, healthier and lighter" is a need for all of us. Not just three women in bikinis or women at all, everyone needs their soap to meet the purpose of treating their skin correctly. Nigerian culture is said to be one of indulgence, so it is no surprise out of India and USA, this advert was the one with the most indulgence factor. They also place a higher degree of importance on leisure time, this would explain the reference to "paradise". This indulgence can be seen in the outfits the women are wearing, colourful and revealing swimwear. The general message of the advert is to indulge your senses, with the tropical setting, upbeat music, and variety of soaps available.

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Indulgence VS Restraint in terms of The US Dove soap advert 

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Indulgence VS Restraint in terms of The US Dove soap advert 

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When we first watch this, it is fair to say you wouldn't immediately be able to tell what product is being advertised. The images and the narrative used is very loosely based around soap. It seems more about women and their beauty more than anything. The US scores 68 in terms of indulgence. It is fair to say it is an indulgent advertisement, however when we look at it from the restraint point of view, we could say: this advertisement is promoting that it is meeting your practical needs as no matter what you do or what is expected of you it is your right for your practical need of good soap to be met, whether you're a boxer or a model. As well as this, the advert encourages you to indulge in your own personal desires and to not minimise your own self for the sake of others.

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Long-Term Orientation vs Short-Term Orientation

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Long-Term Orientation vs Short-Term Orientation

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According to Hofstede's Cultural Dimensions, Long Term Orientation is when a culture focuses itself on the future and on what can be done now to make the future more prosperous.

Short Term Orientation on the other hand is when a culture is inclined to focus on the past and present rather than the future. (Hofstede G., 1980)

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Long Term Orientation vs Short Term Orientation in Terms of Indian Soap Advert

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Long Term Orientation vs Short Term Orientation in Terms of Indian Soap Advert

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The Hamam soap advert from India seems to be more long term oriented, with a strong reference to the Indian Police Force and training its future Police Officers. As well as this, the mother says to her daughter to 'keep moving forward' suggesting a strong motivation towards success even at a young age, which is another one of Hofstede's Cultural Dimensions. According to the Country Comparison Tool, India scores fairly central in long-term orientation, with a score of 51. I think this advert aligns quite well with this ranking, with perhaps a slightly higher emphasis on long-term orientation compared to its ranking.

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Long Term Orientation vs Short Term Orientation in Terms of Nigerian Soap Advert

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Long Term Orientation vs Short Term Orientation in Terms of Nigerian Soap Advert

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The Hawaii soap advert from Nigeria is very clearly short term oriented. This is backed up by its very low score of 8 for long-term orientation on the Country Comparison Tool. This means it is a very short-term oriented culture. Unlike the adverts from India and the US, there is no reference to long-term future planning or long-term rewards. The advert is highly oriented toward the present and reaping immediate rewards. Another characteristic of short term oriented cultures is the value placed on leisure. This is seen in the three women being on a tropical island and a highly sensual clip of them showering. Unlike the Indian soap advert, the act of washing oneself is shown in a leisurely and enjoyable manner rather than a necessity. This is also seen in the variety of soaps available.

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Long Term Orientation vs Short Term Orientation in Terms of US Soap Advert

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Long Term Orientation vs Short Term Orientation in Terms of US Soap Advert

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Similar to India, the United States scores 50 for long term orientation. This is seen in the message the Dove soap advert puts forward. It's less an advert for a specific product and more a social movement with a brand name attached. This in and of itself suggests that Dove is marketing a trustworthy brand to consumers rather than a product that will eventually become old fashioned. However, unlike Hofstede's cultural dimensions, this long term orientation does not stress a hierarchy but rather an equal playing field between all people. Instead of trying to maintain status quo, this advert seeks to change perceptions of women's beauty. This definition of beauty is more future focused than that seen in the Nigerian soap advert, painting a more diverse picture of beauty.

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Masculinity vs Femininity refers to the level at which cultures encourage or discourage gender norms. A high masculine score suggests that there is a higher degree of seperation between males and females, with males usually being the dominant sex. On the other hand, a low masculine score suggests that there is a smaller difference of equity between males and females. Hofstede G. (1980)

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Masculinity vs Femininity in Terms of Indian Soap Advert

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Masculinity vs Femininity in Terms of Indian Soap Advert

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Gender roles: In the Hamam Bathing Soap ad, gender roles are portrayed as diverse and dynamic. The scenes featuring women undergoing rigorous military training challenge traditional gender roles. Women are depicted as strong, resilient, and confident, defying stereotypical gender expectations. These women showcase characteristics often associated with masculinity, such as physical strength and determination, as exemplified by the girl enduring dirt and hardship during her training. However, the need for Hamam Bathing Soap becomes apparent, as it plays a role in helping her maintain her skin's cleanliness and beauty amidst challenging conditions. This juxtaposition of tough training and the need for skincare reflects a more balanced approach to gender roles, highlighting the multifaceted nature of both men and women. The women in the ad embody a combination of traditionally masculine and feminine traits, emphasizing strength, determination, and self-care, aligning with India's evolving cultural preference for recognizing and celebrating the complexities of gender roles.

Emotional Appeal: The emotional appeal in the ad focuses on healthy, beautiful skin, which is normally associated with femininity. The emphasis on dermatological testing and purity of Neem oil promotes a nurturing and caring image, appealing to the audience's desire for soft and radiant skin.

Family Values: There is a subtle representation of family values in the ad, with scenes of families spending time together, suggesting a degree of collectivism. This resonates with Indian culture's focus on family and relationships, which aligns with a more feminine dimension.

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  Masculinity vs. Femininity in Terms of Nigerian Soap Advert

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  Masculinity vs. Femininity in Terms of Nigerian Soap Advert

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1.     Gender Roles: The absence of men in the advertisement underscores a predominantly feminine orientation. Women take centre stage in the ad, portraying nurturing, caring, and other traditionally feminine characteristics, thereby reinforcing a strong feminine dimension.

2.     Emotional Appeal: The emotional appeal in the ad continues to emphasize nurturing, care, and emotional connection, aligning with the feminine dimension. The serene and natural setting, as well as the gentle interactions among the female characters, reinforces these emotional elements.

3.     Social Relationships: The ad predominantly portrays harmonious and cooperative social relationships among women, highlighting the collective experience and unity among females. This further supports the feminine dimension and is indicative of nurturing and caring interactions.

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Masculinity vs. Femininity in Terms of US Soap Advert

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Masculinity vs. Femininity in Terms of US Soap Advert

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1.     Gender Roles: The Dove ad challenges traditional gender roles often associated with masculinity and femininity. It features women who have defied societal expectations by breaking into fields where women are underrepresented. This suggests that the ad promotes a more balanced approach, emphasizing the empowerment of women to pursue their goals on their own terms.

2.     Emotional Appeal: The emotional appeal in the ad is geared toward promoting self-confidence and empowerment, which aligns with both masculinity and femininity. While the ad focuses on women's empowerment, it does so in a way that evokes emotions related to self-acceptance and personal growth, reflecting a balanced approach.

3.     Social Relationships: The ad highlights the importance of individual strength and determination. It underscores the idea that women can be self-reliant and independent, which resonates with qualities often associated with masculinity, but it also emphasizes the importance of support and solidarity among women, reflecting a more feminine dimension.

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The power distance index refers to the level of hierarchy within a society. For example, is there a power divide between elders and young people, inequality between rich and poor etc. This is categorised into high and low power distance cultures. A high power distance culture is one that adheres to a hierarchal structure and accepts the inequality within it. A low power distance culture is one which does not adhere to a hierarchal structure. Hofstede G. (1980)

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Power Distance Index in Terms of Indian Soap Advert

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Power Distance Index in Terms of Indian Soap Advert

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India scores quite high on power distance, with a score of 77. This means that a top-down hierarchy is the norm. While this hierarchy isn't essential to the advert, what is shown is that the daughter is able to speak openly to her mother about her concerns. A hierarchy still exists, but its is one of guidance rather than oppression. As well as this, the Police training setting aligns with this hierarchal structure, as it is shown in a positive light.

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Power Distance Index in Terms of Nigerian Soap Advert

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Power Distance Index in Terms of Nigerian Soap Advert

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Similar to Indian culture, Nigeria also has a high power distance score of 80. There are no power divides of note within the advert, other than the three women who seem to be equal in status. Though there is no reference to any others in the advert, it's likely that the women shown are not very high up in the hierarchy. However, establishing a hierarchy is not the main function of the advert.

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Power Distance Index in Terms of US Soap Advert

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Power Distance Index in Terms of US Soap Advert

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Unlike both India and Nigeria, the US has a relatively low score of 40. While a hierarchy does exist, in US government and military organisations for example, it is not so engrained in everyday life. There is a strong ethos of freedom and equality within the American people which is reflected in this advert. In the advert a diverse group of women explain some of the hurtful things that they have had said to them. Although freedom and equality are upheld for the most part, the ad is highlighting that there are those who seek to use that 'freedom' to belittle others. There is a culture in the US especially of men degrading women. This places an unofficial hierarchy between men and women. Rather than accept this though, Dove turns this around by the women in the video taking agency over these comments and regaining confidence in their abilities.

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Uncertainty Avoidance Index deals with a society's tolerance for ambiguity. It indicates to what extent a culture programs its members to feel either comfortable or uncomfortable in unstructured situations. Hofstede, G. (2011).

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Uncertainty Avoidance in Terms of Indian Soap Advert

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Uncertainty Avoidance in Terms of Indian Soap Advert

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In India there is a relatively low preference for avoiding uncertainty, with it scoring 40 on the country comparison tool. There is an acceptance of imperfection, that nothing has to be perfect or go to plan. It could be said that the female felt as though this job was beating her down or making her uncomfortable due to the how dirty she was getting, so this soap prevents that uncertainty for her. The message not only says we will be there for you on your toughest days, but it is also dermatologically tested with 100 percent pure neem oil. The advert provides a reassurance that the product is safe for those who watch it.

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Uncertainty Avoidance in Terms of Nigerian Soap Advert 

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Uncertainty Avoidance in Terms of Nigerian Soap Advert 

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This advert certainly reassures folk that if you use this soap, you will get the skin you want a "softer, healthier, lighter" skin. There is no uncertainty or problems arise for a consumer from an advert like this. This makes sense dealing with an advert from Nigeria, as they score 55 on the country comparison tool. This suggests that they have no clear preference.

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Uncertainty avoidance in Terms of US Dove Soap Advert 

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Uncertainty avoidance in Terms of US Dove Soap Advert 

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This advertisement reassures the consumer with the idea that no matter your career or expectations of you the people at Dove have got your back! You can always rely on Dove soap!

However, it may be a different perspective for the male consumer, and they may feel uncertain about the product as each person talking in the advertisement is female and the slogan of #MyBeautyMySay is something that many males would not take notice of or may just consider to be a product for women only.

In America, there is a fair degree of acceptance for new ideas, innovative products and a willingness to try something new or different. Americans tend to allow the freedom of expression and that is just what this advertisement does, expresses freedom especially with the slogan, #MyBeautyMySay.

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As well as the cultural dimensions, cultures can also be categorised into high and low context cultures.

A high context culture is one that depends upon context in order to understand what is being communicated. Information is implicit. Both India and Nigeria are high context cultures.

A low context culture is one that is quite straight forward in its meaning. Information is explicit. The US is a low context culture.

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High vs Low Context Culture in Terms of All Three Soap Ads

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High vs Low Context Culture in Terms of All Three Soap Ads

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The most obvious difference between the high context cultures and the low context culture is the length of the adverts. Both of the high context cultures, India and Nigeria, adverts are around thirty seconds long with little dialogue in them. The majority of information is shown through visuals and graphics. The US advert on the other hand is three times the length, at one minute thirty. As well as the length, the entirety of the video is filled with dialogue, with little to no graphics, apart from the slogan #mybeautymysay at the end. The dialogue is very blunt as well, with all of the information being explicit, leaving little open to interpretation. The only thing that is ambiguous about the advert is the product it is advertising. This is not the case with the two high context cultures, with both their products being explicitly shown.

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Hofstede, G. (1980). Culture's consequences: International differences in work-related values. Beverly Hills, CA: Sage.

Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, 2(1).

All images have been generated using the 'I Can't Draw' AI function on Padlet