differences between the Australian Ad and Indonesian Ad
Based on Hofstede’s Country comparison, it shows that Australia and Indonesia have big gap such as in individualism, power distance as well as long term orientation. The scores of individualism, power distance and indulgence for Indonesia are 14%, 78% and 38% respectively. While for the Australia, the score of individualism, power distance and indulgence are 90%, 38% and 71% respectively.
As we all can see there is also totally different advertisement between these two country. For the Australian advertisement, there is no people or family in the picture only the water bottle itself which indicates they are more into individualist culture compared to Indonesian advertisement.
Family is important for Indonesians and the second advertisement which is targeting Indonesian’s customers used a family as the background. Moreover, the slogan of the drink which is in bahasa Indonesia “minuman untuk keluarga” means “drink for the family”. Besides these, there are three Evian’s water bottle that showing a group of water bottle. By using these methods, there will be more people to buy their product and it shows that Indonesian is Collectivist societies.
Another difference is that Australian is an indulgence country . It implies that the people less concerned about spending their money and do what they like .This is can be observed by looking at the different packaging of the drinks that sell between Indonesia and Australia. The packaging in Australia looks more expensive as it shows that the Australian does not mind to spend their money on an expensive mineral water instead of thinking their future.
However, the Indonesian restraint themselves a lot as the advertisement used a normal packaging to targeted Indonesian customer. Despite the packaging of the drink looks ordinary, it is still an expensive drink.
To sum up everything, these two countries have a very different dimension not only on buying things but in their lifestyle too. Hence the advertisement of the same brand will also be totally different.
Vania 