prestige – Success Across Cultures

The glossy page of an in-flight magazine shows an ad of a woman running while clutching a sleek new mobile phone.

Several passersby turn to watch her run past.

The ad reads “Turning heads with America’s Slimmest Phone!”

Does this ad appeal to you?

Would it appeal generally to the people of your culture?

While it’s not uncommon to encounter advertisements promising to elevate a consumer’s status and leave a lasting impression on others, the role of culture in shaping the resonance of such appeals cannot be understated.

The degree to which such advertisements motivate consumers may vary depending on the cultural context.

This study set out to explore the influence of culture on the use of persuasive appeals highlighting the allure of status benefits and various other advantages.

The Study’s Hypotheses

The study’s hypotheses stem from a nuanced consideration of cultural distinctions, particularly the contrast between horizontal cultures, which value equality, and vertical cultures, which emphasize hierarchical structures.

The researchers argued that this cultural distinction offers a unique lens through which to make predictions, revealing insights not traditionally associated with broader cross-cultural differentiations between individualism and collectivism.

The delineation between vertical cultures and horizontal cultures offers a fresh perspective on the prevalence and content of advertising appeals.

The Study

Through a comprehensive content analysis encompassing 1,211 magazine advertisements across five diverse countries (Denmark, Korea, Poland, Russia, and the United States), researchers uncovered distinct patterns in ad content that underscore the significance of this cultural distinction.

In their in-depth examination, they delved into these ad content patterns and their implications.

They undertook a comparative analysis, pitting the predictions derived from the vertical/horizontal cultural distinction against those derived from the broader individualism-collectivism framework, ultimately subjecting these predictions to empirical testing.

Notably, the analysis revealed variations in the emphasis on status benefits and uniqueness benefits within advertisements, mirroring the countries’ categorization as vertical or horizontal cultures.

The Results

The study’s comprehensive analysis of magazine advertisements spanned several countries, each representing distinct cultural orientations, including VI (United States), HI (Denmark), and VC (Korea, Russia, Poland).

Researchers noted a distinct emphasis on status-related benefits within advertising appeals in countries aligned with VC cultures, which includes Korea, Russia, and Poland, as well as the VI culture in the United States.

This emphasis encompassed depictions of luxury, references to prestige, impressing others, prominence, affiliations with high-status groups (e.g., ivy league graduates), endorsements by high-status individuals (e.g., celebrities), and other forms of distinction (e.g., “award-winning”).

This focus on status benefits corresponded with the cultural profiles of these countries.

Notably, in all VC societies examined, status benefits emerged as a dominant theme in advertising, often overshadowing appeals emphasizing pleasure, uniqueness, or relationships.

In stark contrast, the emphasis on pleasure appeals was preferred in the HI culture of Denmark.

Uniqueness-related appeals, which included elements of differentiation, self-expression, self-reliance, and novelty, were also more prominent in HI cultures compared to VI and VC cultures.

These appeals portrayed the product as a means of self-expression, aligning with cultural contexts emphasizing individuality, distinctiveness, and self-reliance.

Notably, although both the United States and Denmark are categorized as individualistic societies, their advertisements significantly differed in their emphasis on uniqueness and status, reflecting the nuances of their vertical and horizontal cultural values.

These patterns were not anticipated by conventional analyses based on the broader individualism-collectivism classification.

As expected, the prevalence of ads emphasizing pleasure benefits largely corresponded to the individualism-collectivism orientation of the society.

These appeals, which cater to personal hedonic goals valued in individualistic cultures, were more prevalent in individualistic societies than in collectivistic ones, with the contrast between HI and VC cultures proving particularly significant.

However, no significant differences emerged across individualistic and collectivistic cultures in regard to relationship appeals, which focused on sociability, nurturing, warmth, and belongingness.

Overall, the study found that the conventional individualism-collectivism framework falls short in predicting the prevalence of such appeals, making the horizontal/vertical cultural distinction a valuable addition to cross-cultural theory and research.

If you want to climb the social ladder, you’d better develop the accent for it.

All kidding aside, accents often suggest a certain social class and give the – wink – to those in yours.

Thing Gatsby’s affected British accent in The Great Gatsby.

In Great Britain itself, accents have long been a way to differentiate between the aristocracy and those of the working-class population.

Inference in Accents

George Bernard Shaw wrote in his book, Pygmalion:

“It is impossible for an Englishman to open his mouth without making some other Englishman hate or despise him.”

Through accent and dialect, a listener can infer several things:

Where the person is from
What his social standing is
His general background

And when you can infer things about a person, prejudices or stereotypes associated with those inferences might move you to pass judgment based solely on the way someone speaks.

Received Pronunciation & Mid-Atlantic Accents

Regional accents in Great Britain were quite static up until the late 20th century, because many English people were working class and couldn’t afford to travel.

Their isolation forged broad regional accents and dialects, like Cockney and Brummie.

However, those who belonged to the upper echelons of society – the aristocracy and noble classes – had the opportunity to move freely…to a point.

They were mainly mixing with only those of their own social class.

This created a distinct neutral accent called Received Pronunciation (RP), which is largely spoken by Westminster politicians.

The U.S. – or, more specifically, the Golden Age of Hollywood – comparatively produced the Mid-Atlantic accent.

Katharine Hepburn and Cary Grant are well-known speakers of it: an affected accent that nobody actually speaks, named for the middle of the Atlantic Ocean, where nobody actually lives.

Similarly, RP became an affected social accent used at prestigious schools and universities in the 19th century, so much so that it is said to be the native accent for about 3 percent of the UK’s current population.

Like the Mid-Atlantic accent, the “r” sound is dropped, conveying a sense of refinement and wealth.

Order becomes “awdah.”

Work becomes “wuhk.”

RP also splits off into various distinct accents based on certain social categories.

Mainstream RP is commonly used by BBC journalists, for instance.

Conservative RP is used by the aristocracy and older generations.

Contemporary RP is used by younger generations and is similar to Estuary English (spoken in southeast England’s Home Counties region).

Because the upper social classes largely socialize with only each other, their accents were allowed to grow in isolation from regional accents and dialects.

Tag: prestige

Horizontal/Vertical Cultures & Advertising: Does Status, Pleasure, or Relationships Appeal to Your Culture?