A Cultural Comparison - Romanian vs. Canada
Canadian and Romanian Commercial Advertising: A Comparative Approach
Analyzing National Values Displayed Through Commercial Advertising from Romanian and Canadian Wireless Communication Corporations
Authored by Cristina Huré 2 November, 2012 International Communication Supervised by Professor Jeanine Deen Word Count: 2440 Abstract The paper discusses the comparison between the Canadian national values displayed by Rogers Communications and Romanian national values displayed by COSMOTE Romania through their commercial advertising and how they do so. The research findings use Hofstede’s cultural dimensions to classify the behavioural differences amongst Canadians and Romanians and thereafter identify the variations in cultures and values. Furthermore, Hofstede’s country scores determine what kind of cultural differences exist among both countries while examining the individualism- collectivism (IC) dimension, the masculinity-femininity dimension (MF) and uncertainty avoidance (UA).
Keywords: Canada, Romania, Cultural Dimensions, Hofstede, individualism- collectivism (IC), masculinityfemininity (M F), uncertainty avoidance (UA), national values.
Introduction To begin, the cultural dimensions used throughout this research consist of three out of five dimensions created by Hofstede being the individualism- collectivism (I-C) dimension, the masculinity-femininity dimensions (M F), and uncertainty avoidance (UA). They are compared in COSMOTE Romania’s
and Rogers Communications’ TV commercials. Both COSMOTE Romania and Rogers are wireless communication networks providers. To understand COSMOTE Romania and Rogers’ underlying principles, that are also connected to their consumers national values, their slogans can be identified as “our world is you” (COSMOTE Romania) and “your most reliable network”
1
(Rogers). The first comparison deals with individualism displayed in the Canadian commercial and the collectivist/familial aspect displayed in the Romanian
Analyzing National Values Displayed Through Commercial Advertising from Romanian and Canadian Wireless Communication Corporations
Authored by Cristina Huré 2 November, 2012 International Communication Supervised by Professor Jeanine Deen Word Count: 2440 Abstract The paper discusses the comparison between the Canadian national values displayed by Rogers Communications and Romanian national values displayed by COSMOTE Romania through their commercial advertising and how they do so. The research findings use Hofstede’s cultural dimensions to classify the behavioural differences amongst Canadians and Romanians and thereafter identify the variations in cultures and values. Furthermore, Hofstede’s country scores determine what kind of cultural differences exist among both countries while examining the individualism- collectivism (IC) dimension, the masculinity-femininity dimension (MF) and uncertainty avoidance (UA).
Keywords: Canada, Romania, Cultural Dimensions, Hofstede, individualism- collectivism (IC), masculinityfemininity (M F), uncertainty avoidance (UA), national values.
Introduction To begin, the cultural dimensions used throughout this research consist of three out of five dimensions created by Hofstede being the individualism- collectivism (I-C) dimension, the masculinity-femininity dimensions (M F), and uncertainty avoidance (UA). They are compared in COSMOTE Romania’s
and Rogers Communications’ TV commercials. Both COSMOTE Romania and Rogers are wireless communication networks providers. To understand COSMOTE Romania and Rogers’ underlying principles, that are also connected to their consumers national values, their slogans can be identified as “our world is you” (COSMOTE Romania) and “your most reliable network”
1
(Rogers). The first comparison deals with individualism displayed in the Canadian commercial and the collectivist/familial aspect displayed in the Romanian
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