Advertiser acculturation in Japan: examples from foreign actors

Abstract

Recent work on advertising acculturation suggests that ad agencies have changed their messages in order to appeal to immigrants. The following inquiry turns the tables and looks at how the role of foreign actors has been adapted in a country with a relatively homogeneous population. Specifically, how adaptive is the Japanese advertising industry? Has the behaviour of foreign actors been adapted to reflect Japanese culture? Using Duncan’s categories of the non verbal communication, the mannerisms of foreign actors are examined. The results suggest that acculturation is occurring at some level; however, the inclusion of stereo typical materials suggests some retention of foreign identity.

The acculturation of international residential tourists and their shopping behaviours

“…Acculturation has been researched to find out what happens when individuals come into contact with a culture that is strange and new for them (Martin, 2005). Rather than a short-lived phenomenon, acculturation has been considered to be a process of cultural adaptation and adjustment (Ebin et al, 2001) and has an influence on the behaviour of individuals when they act as consumers (Cornwell, Wamwara-Mbugua and Boller, 2008).…”

Acculturation Process of Arab-Muslim Immigrants in the United States

“…In this case, some Middle Eastern or Arab immigrants can serve as an excellent example. Martin (2005) traced the roots of acculturation to 1880s anthropology literature. It was developed to enhance understanding of the change that occurs when "two or more autonomous cultures interact with each other" (Martin, 2005, p. 72).…”

Acculturation, shopping acculturation, and shopping motives of International Residential Tourists

“…It has been defined by Maldonado and Tansuhaj (1998 , p. 253) as “the changes that occur when groups of individuals having different cultures come into continuous first-hand contact”. Research into acculturation deals with the investigation of individuals' reactions when they are in contact with cultures which, by nature, are new and strange for them ( Martin, 2005 ). Measurement of acculturation has usually been done through indicators such as the type of press that individuals read, the radio station that they listen to, or the language that they speak ( Lerman, Maldonado, & Luna, 2008 ).…”