Introduction
Businesses in various realms of the economy are
increasingly becoming global. The
development is attributed to the advancement of the technology. Technology has changed the dynamics of the
world, where it has made it smaller. Therefore, it is not only accessible to international
companies but also the small and medium companies that are taking advantage of
the new business opportunities. However,
for these businesses to enter new markets and be competitive, they need to
formulate a firm and good advertising strategy.
Well for starters, if an organization aims to become successful, it is a
prerequisite to adapt to a new social culture environment. Consequently, an
organization must manage to maintain its visibility and efforts to prosper as a
profit-making enterprise. In other words, organizations should have profound
insights regarding different cultures. The context is achievable through
well-planned advertising and promotional culture.
The cultural values are the fundamentals of the
consumer's understanding of consumption. Since advertising is passed through
various forms of communication, it is expected to reflect the culture of the
intended recipients. Research has indicated that culture is a weapon that
defines the success or failure of a business brand. The advertising and
promotional personalities must adopt suitable methodologies in their line of
duty, with deep knowledge of cultural influences on consumption, preferences
and tastes. The paper through the lens
of theoretical perspectives, evidence and use of relevant examples, explores
the possibilities and limitations of resistance confined to the argument of
modern consumer culture.
The paper has
been divided into four main segments.
Segment one entails the definition of advertising and promotional
culture using various theoretical frameworks such as the consumer culture
theory and programmatic advertising. The
second major is on various forms of resistance such as activism and consumer
boycotting of exploitative products with the use of relevant brands as
examples.
Segment three
explores the delimitations that are causing resistance. Also, the segment looks
into t the future of resistance. The
research on challenges will focus on components, structural constraints and
commodification. The future resistance
will be based on both the modern and traditional approaches.
The fourth and
the last segment is the conclusion. The segment briefly highlights the key
aforementioned points. It uses the findings to conclude the call for action and
underlining future directions.
Adverting and promotional culture Theoretical
frameworks
Promotional culture's nexus is on the observation of
how advertising specialists and strategies are framed and their general
influence on societies. Therefore, promotional culture can be defined as
advertising that shapes not only the culture’s symbols and ideological context
but also its ethos, texture and composition (Jackson, 2013). Also, it can be defined as a system where
advertising and marketing are dominating and structuring conditions in terms of
political expression and power relations.
Advertising is considered ideological irrespective of
the domain. In other words, all kinds of
advertising such as the most acceptable or informative are ideological. An
efficient and effective advertising must be integrated into a culture, and use
the local language and values of the local audiences (Okonkwo et al. 2013). The strategy is not only to
choose the sparkling international creative strategy but also employs an
approach that factors in the needs of the locals, motivates and integrates
habits that strongly are correlated to local buying motives even though times
it does not meet the minimum international standards. According to Demangeot et al., (2015), cross-cultural advertising
purports an act of marketing a product or service to various cultures
simultaneously. Donthu et al., (2021)
stated that international advertising is akin to cross-cultural
advertising. Advertising on a global
scale is created and coordinated from a centralized point for dissemination
with or without local adaptations across many countries in the world.
One approach to
understanding the promotional culture and advertising is by employing consumer
culture theory. The theoretical framework is built on a culturally sensitive
and reflective mechanism (Arnould
et al., 2005). The Consumer cultural theory is further divided into
various explorations. The first exploration is on consumer identity
activities. It majors on how consumers
integrate and create numerous cultural resources into their original identity (Rokka, 2021). The resources play
a role in the negotiation of a sense of role and spur the narrative of
identification of goals. Therefore, based on the theory there is a shift in the
perception of the consumers as the shapers of the cultural meanings. However, neither the brands nor the consumers
are in full control of the cultural identifications being produced. Rokka (2021) states that for the brand to be
relevant culturally, it needs to assess its role in helping consumers work
through playing a central role in offering consumers resonant identity
myths. Precisely, the brands are
managed to offer convincing narratives and tales of powerful negotiation of
desires such as gender-based cards. The
second exploration is on the marketplace’s cultures. It impacts the contemporary social-cultural
context and surroundings within the context of consumption (Hungara et al., 2021). The assumption is on the local cultural formations
within a small-scale environment and their role in the market re-creation,
consumption practices and many more practices. The role of consumer cultural
theory in marketplace cultures is to conceptualize and theorize the aspect of
brand community.
The cultural
consumer theory also has an exploration of the ‘sociohistorical patterning of
consumption’. The exploration of the
ways macro-level frameworks and history shape the consumption and the
consumer's sense of identities (Witkowski
et al., 2021). This CCT stream
has resulted in more scholarly studies about social stratification such as
class and gender. The exploration of
promotional culture has aided in understanding why the consumer's interaction
in consumption is communal rather than being in an individual framework. The key lessons from this CCT stream are the
profound understanding of product proliferation, socially sharable practices
value creation and the influence on social value.
The last
cultural customer theory exploration is the “mass-mediated marketplace
ideologies and consumers interpretive strategies”. Globalization and technology have led to the high-speed
circulation of news and information (Bak et al., 2023).
Therefore, the stream sought to unpack the approaches in which the
consumers consume information that includes sometimes resistance to marketing
messages. Consumers are “interpretive
agents” with the ability to criticize, execute resistance, boycott and even use
the available avenues to launch attacks on brands as a way of protesting or
showing their dissatisfaction (Rokka, 2021). Therefore, CCT is contributing to
the ongoing marketing debates that include but are not limited to
standardization or localization of advertising and communication approaches.
In the
contemporary consumer culture amongst the important strategies is the dynamic
landscape of digital advertising. It is
the effort to engage diverse audiences within different cultural backgrounds.
The navigation of the intricate spectrum of programmatic advertising has
revealed the desire to have a tailored culture (Kaden et al., 2023).
With promotional culture being a pressing topic in the realm of
advertising, the unearthed critical ethics as such price efficiency and
exploration of the roles of creatives. These subjects illuminate the
multifaceted facets of programmatic advertising within a cultural set-up (Samuel et al., 2021). In other words, the programmatic advertising
landscape since is technology-driven is evolving rapidly. The advertising
agency is embracing the changes by integrating AI, and first and third-party
data that are central to developing a more effective and engaging campaign (Cooper et al., 2023). Therefore, with globalization and technology
advancements the future of pragmatic in promotional culture looks promising.
The growth underscores the emergence of new opportunities for reaching and
engaging with a target customer base in a private confidential world.
Notably, targeting and interaction with the customers
are some of the major aspects of this framework. Unlike in the traditional
media, where the targeting of the customer base faces the challenges of lacking
specificity, programmatic advertising capitalizes on the power of customer data
to show certain users without having the wrong precision (Kiran et al., 2020). The data-driven is confined to both first and
third-party data in the process of empowering advertising agencies to
disseminate their message to the target audiences at the most appropriate time.
In effect, it improves the relevance and positive impact on the entire process.
Delving deeper
into programmatic advertising within the context of promotional culture helps
in understanding some of the key points that define and reveal its impactful
nature. Audience segmentation ensures the advertising is confined to the right
audience. Programmatic advertising uses data and insights to select the right
segment based on key metrics that include demographics and any other metrics
that guarantee effective engagement (Tiet, 2020). The selection
of the right audience segmentation is not possible without the utilization of
the relevant data. Therefore, data
accuracy is central to this campaign. Brands need to employ qualified personnel
and use reliable data sources that can correctly inform them of the targeting
and bidding approaches.
Forms of
resistance
Activism
Cultural branding offers an approach in advertising in
which an organization does not brand itself as a brand of customer associations
but also shapes the cultural resources within a specific cultural
background. Furthermore, brand
activism is an aspect of corporate social responsibility (Moorman, 2020). The brands
create decisions that can create undertakings that are consequential and
beneficial to the targeted customer base. Within the context of CSR, brands
increase their visibility by focusing their effort towards a certain
cause. Precisely, within the advertising
and promotional culture the focus is on the social-cultural issues. According to Monteverde et al., (2024), brand activism entails
business efforts that prevent or promote social issues to promote or curtail
improvements in the communities. Therefore, social activism will target
variables such as gender equality and cultural backgrounds. The spectrum does not only intend to grab the
attention and engagement of its salient key target market but works on
improvements around it. In effect, it helps the brand to become competitive and
profitable within a local market set-up.
Furthermore, the emotional connection and ties go beyond the price and
quality of goods and services. It is
important to mention that in a situation where the activism of the brands is
not in complete synchronization and matches its key metrics; it may be seen as
mere advertising and public relations (Vredenburg et al., 2020).
The outcome would be customers disassociating themselves from the brand.
The failed initiatives may lead to a backlash and more importantly, the
customers within a particular market boycotting the product. According to Coelho et al., (2023), the
outcome will be a decrease in profits and turnover, eventually, hurt the brand
image and reputation. Therefore,
activism offers resistance to advertising and culture in two forms:
anti-consumerist movements and counter-consumption practices.
Over the years cultural activism has been within
different doctrines such as gender movements.
It is advocating to be incorporated when formulation of the advertising
decisions. For example, when the
feminist movements are fighting against the use of slender female models as the
yardstick of women in advertising. Such groups can air their concern regarding
sexism. Consequently, the feminist
movements have in the past been able to raise their concerns against several
magazines or newspapers that have portrayed sexist adverts in the pretext of
persuading more male audiences or those who prefer women who are putting more
effort into maintaining a perfect body that looks attractive. Interestingly, the resistance within the
culture activism purports that individuals should be incorporated in the
decision-making regarding the nature of advertisement they are likely to be
affected with so that they can make a choice (Goggin et al., 2020). Furthermore, cultural activism
underscores that cooperate need to consider the opinion of the public before
exposing them to various advertisements.
It views marketing as socially unacceptable as the result of it
interfering with public space without the consent of the public audience. Therefore, it looks for an opportunity to
change messages that are passed in numerous types of adverts.
Cultural activism aims to promote an environment that
is not corporate-culture-dominated. It
is also against the concept of capitalism. In regards to this context, it
purports that capitalism promotes unfairness in social stratification.
Therefore, it perceives capitalism to be a hindering factor that creates
discrimination in advertising and not positively enabling promotional culture.
According to Rauschnabel et al., (2023), there is a wide utilization of inhuman
behaviors and a lack of promotional culture during the promotion of
advertisements. The desire to generate
more profits has resulted in the wrong formulation of advertisements to the
public.
Increased competition due to globalization has forced
companies to create survival strategies to remain relevant. Amongst the
survival strategies is the utilization of subverts; where one of the
organizations may look for approaches to disrupt the advert of the rival
organization (Sandova, 2020). It is an illegal practice where the potential
customers of a particular product are misled and misinformed about the true
nature of the advert. Pranking is amongst the approaches employed by the
anti-consumerist movements to reduce information in international advertising (Lekakis, 2021). Therefore, the
subverting objective is to draw the attention of the potential customer base to
some information that may be far from the accuracy of the products advertised
by a particular organization. In nutshell,
the practice purpose is to reveal the weakness of a specific organization to
influence negatively purchasing decisions of a given product. For instance, a
company may interfere with the advertising of a competitive company to persuade
consumers to purchase its products.
A case study
of Adbusters magazine to show activism
One of the
latest displays of cultural activism was by Adbusters magazine. The magazine
came up with a signature brand of subversive lack Spot Sneaker. Nevertheless,
the campaign was mainly inserted into mainstream consumerism instead of the
promotion of the cultural activism movement (Ciurel, 2020). For the Adbusters magazine, they were
fighting for mental environmentalism as opposed to advocating for the rights of
the general public. They were castigated
for the utilization of the notion of the environmentalist. In other words,
instead of fighting against external environmental pollution, the company
focuses on fighting internal pollution. They operate on the notion that the
minds of the citizens are polluted by the information toxin as the result of
information in the public domain courtesy of advertising. Some quarters of the public argue that their
act was ‘unruly corruption. On their side, Busters that witnessed in ballooning
of cases of mental illness may be caused by the many adverts that were released
in the public domain.
Precisely, the information about the oil spill by the
BP organization, increased the number of animals becoming non-existence and
many may be the reason for a high population of the public suffering from
mental health (March, 2022).
Furthermore, Adbusters argued that the media was ideal for the promotion of
ideas instead of employing other advertising avenues. Notably, good mental
ethics should be the priority of all the adverts rather than sales motives as
is the case with most of the adverts.
Alternative media and mainstream media
The main media
is perceived as the hub of hegemony and full of dominant power structures. Therefore, by giving voice to the
marginalized voices and stressing the issues overlooked by the established
media, alternative media serves the purpose of representing of the will of the
people (Nygaard, 2020).
Fundamentally, it has been difficult to define alternative media due to the
wide spectrum of its approach. Also, it uses an elongated divergent in the
execution of its storytelling and reporting of the news. However, according to Brooks et al., (2021)
where that maybe defining media as an alternative within a specific stage of
culture may be referred to as mainstream within another cultural time and
background. Within the advertising and
promotional culture, the main media actors including the customers share a
common argument of a press that is not meeting the minimum threshold and
therefore perceive the mainstream media as an avenue that does not represent a
sufficient diversity of viewpoints.
Consequently, the act of balancing or countering such claims of
underserving of established media with culturally radical content is left to
the alternative media. Notably,
resistance to mainstream advertising and promotional cultures is because the
general public perceives the conveyed information as not a true representation
of prevailing situations or values.
Therefore, alternative media platforms provide alternative narratives
and perceptions that go against the dominant consumerist ideologies.
Alternative media under the community media plays the role of promoting access
to all the people in the surrounding settings.
The social-oriented activities in the alternative media can be central
in breaking down barriers of social stratification that are dominant in the
established media. In the recent past,
many religious communities have employed alternative media to engage their
subscribed members with their larger community’s set-up (Müller et al., 2-021). These
media can be seen as factors with the ability to influence or maintain s
specific traditions. Precisely, they inform the general public by giving
descriptions of what transpired or ways to execute certain things in
contemporary societies. The media has been painted as a channel that broadcasts
one-point information or ideologies without resulting in activism. Many of these kinds of media have a common
purpose in the communities. They tend to empower the locals by providing means
to access communication and voice for local people.
Media literacy
The current
digital era has witnessed increase in the advertising and promotional culture
as a means of improving sales and turnover by targeting a particular market
segment. However, these activities
have been facing a myriad of challenges (Breves et al., 2021).
Businesses are using advertising and promotional culture to broadcast
millions of adverts daily. Therefore, the people must have advertising
literacy. Advertising literacy refers to
the ability of a person to properly evaluate and comprehend persuasive
information presented in the adverts (Sweeney et al., 2022).
Notably, technical all the adverts have been designed with an agenda of
manipulating individuals’ emotions and beliefs.
In this review, it can result in a lack of critical thinking. Also, it
can lead to a deficiency in media literacy skills among the buyers. Thus, in this argument, individuals need to
have the knowledge and understanding of the content messages that businesses
pass in the adverts. The frequent
bombardment of adverts can result in desensitization of its outcome, thus
increasing the degree of hardness for individuals to recognize and question the
disseminated information mounted on advertisements (Segijn et al., 2022). The level of media literacy is
dependent on individual knowledge and skills. According to Jones-Jang et al., (2021) an
individual with scarce media literacy is considered to not have enough
understanding of meanings in the media. Therefore, they tend to accept surface
values without raising more questions.
On the other hand, individuals with sophisticated levels of media
literacy have a deep understating of the dynamics of the media, a high level of
awareness of the advert's intention and profound insights into the media
industry. Therefore, to deal with
advertising and promotional culture resistance, individuals should develop
media locus knowledge (Jiménez-Martínez
et al., 2023). Furthermore, real-world knowledge will be effective when
making decisions. The personal locus
consists of objectives and drives dimensions.
Therefore, at this level, there should be a deep understanding and
analysis of strengths, limitations and options for activities integrated with
the information sources spectrum to facilitate the appropriate decisions (Khalil et al., 2022). Consequently,
competency and skills are classified as tools prerequisite for people to deal
with varieties of media information.
Therefore, threatening media knowledge and increased awareness of media
exposure will help to deal with the resistance and influence of the media.
Cultural
resistance
The type of resistance towards advertising and
promotional culture is more of opposition that is mounted against the dominant
cultural values. For instance, opposition against the undergoing of the
mainstream media. The cultural
resistance is executed by using a wide range of practices to indicate consumer
dissatisfaction such as using various forms of activism (West et al., 2023).
Fundamentally, the resistance is confined to the act of consumerism. The
customer is against adverts focusing on other issues rather than the interest
of the people. Therefore, there are
questions raised in the concentration on consumption rather than human
relationships and the well-being of the target customers. The adverts are seen
as a means for the companies to seek for material possessions and the
well-being of the symbols. Therefore, it
is usually upon the cultural strategies to use the form of the subversive
approaches (Malefyt et al., 2020).
These approaches are used for the disruptions and challenging of the dominant factor
of advertising and promotional culture. Some of the examples of the subverting
used by the cultural resistance include but are not limited to changing the
adverts o harbor different kinds of messages, identifying the exploitative
approaches that are used the corporations to lure the consumers to increase
their sales and eventually surge in profits. The aim of subverting is usually
the reclamation of the public space. Also, it is usually too focused on
challenging the way corporations are commercializing culture (Ferrucci et al., 2024).
Therefore, the resistance groups ensure their success, they have to conduct a
deep subverting of the advertising imagery and slogans. Cultural resistance can be carried out both
at the individual and collective levels. At the collective level, it involves
the organization of activist interactions to challenge the dominant power of
corporations. The activities target the promotion of social justice. Therefore,
it is imperative to understand that cultural resistance activities are pushed
towards creating awareness for the general public on corporate exploitation and
ensuring there is affirmative action that is employed against the culture of
commercialism (Airoldi et al.,
2022). For instance, they have
been activist based on femininity against the issue of female
representation. In the advertising and
promotional culture, the female gender for a long time has been against the
stereotypes, favoring men and lack of objection, Therefore, the resistance is
aimed at ensuring that there is equal inclusion and more objectives in
promoting identities in the promotional culture. Therefore, it is important to
note that cultural resistance is a wide and dynamic aspect that tries to combat
the issues of dominance in the advertising and promotional culture.
A case study of subvertisers international
In 2018, the
organization was based in North America and part of Europe took action in 28
cities based in these nations. Its
groups globally increased visibility to one another and shared ideas based on
actions. They lament how corporate power influences their lives in one way or
another (Lekakis, 2021).
The group further stated that advertisement goes beyond selling products to
them to shape their expectations of the production of meaning in their
lives. Furthermore, they wanted to stop
this advertising so that they could create a future beyond consumerism. Some of their cause of action include
advertising a backup where they advise their members to cover corporate
advertising with unwritten and encourage people to write their dissatisfaction
on them (Leal-Rico, 2024). Another cause of action was taking a photo of
an ad that they deemed offensive. The
members were advised to state their position and post it on social media
platforms especially Twitter using the hashtag ‘#SubvertTheCity’. The group
members were also encouraged to write a short article and push it to the local
newspaper.
Conclusion
In conclusion, unlike advertising which entails
practices aimed at boosting the performance of goods and services through
promotion; promotional culture is the collection of activities such as
marketing, and public relations inter alia purposely to promote society, ideas
and companies. Notably, different cultures have unique value systems and
languages. The promotional and
advertising must reflect the cultural attributes, social organization and the
political well-being of a specific market. therefore, from the findings, it can
be alluded that though the promotional culture and advertising have been
perming exceptions there are also some levels of resistance based on various
factors. The forms of resistance such as activism, cultural resistance and
media literacy are seeking to end the dominance and consumerism that affect the
general public. The objective of the
customers is to make sure corporate culture is curtailed and replaced with a
consumer culture that respects the public space.
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