Listen To The Three Chapter Summary Lecture On Culture Subcu

listen To The Three Chaptersummary Lectureon Culture Subculture

1, Listen to the three-chapter summary lecture on Culture, Subculture & Cross-Culture that will upload on April 13. 2. Watch the following video #DoneWithDove: Racist soap ad creates social media furor 3. Write a 1 pg summary of What went wrong? In your explanation list* & describe the specific the cultural, subculture or cross-culture behavioral concepts (covered in the lecture slides) on display in this video.

Paper For Above instruction

The video "#DoneWithDove" depicts a controversial advertisement by Dove that sparked a significant social media backlash due to its perceived racist implications. Analyzing this incident through the lens of cultural, subcultural, and cross-cultural concepts reveals multiple instances where misunderstandings or insensitivity to cultural norms led to public outrage. This analysis draws upon the concepts outlined in the lecture on Culture, Subculture, and Cross-Culture to explain the misstep and highlight the importance of cultural awareness in global marketing.

Firstly, the advertisement appeared to depict a Black woman removing her brown shirt to reveal a white woman. This visual was interpreted by many as a metaphor for racial hierarchies or skin-lightening stereotypes, which are sensitive topics within many cultures. From a cultural perspective, the visual tapped into societal norms surrounding race and beauty standards, which vary significantly across cultures. In particular, the concept of ethnocentrism—where one’s own cultural norms are viewed as standard—might have caused the creators to overlook how such imagery could be misinterpreted, especially in societies where skin color has historically been linked to social status or prejudice.

Subculturally, the ad may have unintentionally marginalized or stereotyped specific groups. For instance, in some subcultures that emphasize racial pride or cultural identity, the depiction of skin tone changes as a form of transformation could be seen as disrespectful or offensive. This highlights the importance of understanding subcultural sensitivities when designing campaigns in diverse markets. Without proper cultural or subcultural consultation, marketing messages risk offending targeted communities and causing backlash, as the Dove ad exemplifies.

Cross-cultural differences further explain why the ad was problematic. In some cultures, imagery that symbolizes skin lightening or racial change could carry more pronounced negative connotations, while in others, it might be less sensitive or even acceptable. The failure to recognize these cross-cultural variations in perceptions of race, beauty, and identity reflects a lack of cultural competence—an essential component for international advertising. The ad’s failure to consider these differences led to accusations of racial insensitivity, illustrating a disconnect between the intended message and its cultural reception.

The incident also underscores the importance of cultural awareness in global communication strategies. Companies must engage in detailed cultural research and involve local cultural experts to avoid such pitfalls. Failing to do so can lead to damaging social media furor, as seen in this case, severely harming brand reputation. Moreover, it highlights the need for ethical advertising practices that respect cultural and subcultural identities rather than perpetuate stereotypes or biases.

In conclusion, the "#DoneWithDove" advertisement went wrong primarily due to a lack of cultural sensitivity and awareness of subcultural and cross-cultural perceptions related to race and beauty. The visual metaphors used in the ad inadvertently reinforced racial stereotypes and ignored the diverse cultural meanings attached to skin color. This incident exemplifies the critical importance of understanding cultural, subcultural, and cross-cultural dynamics to craft messages that are respectful and appropriate across different societies. Recognizing and respecting these cultural differences can prevent social media backlash and promote more inclusive and responsible advertising practices.

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