Topic: The importance of the study of the culture and tradition in Advertising and

Public Relations.

Introduction
Hi my name is Amaia Arce and am going to talk about the importance of the study of the culture and tradition in
Advertising and Public Relations. I am a student of Advertising and Public Relationships in University of Vigo. I started
this degree, due to the fact that I am a creative and open-minded person deeply interested in the cultures
differences, which is why these studies suit me perfectly.

This topic is interesting, because it makes me think that two countries that coexist in the same territory are very
different, not only in the language but in aspects as common as they are the hour of the meal.

TYPES OF RESEARCH

To conduct these studies, it is necessary to take into account different aspects such as the age, their tastes, their
customs, their lifestyle and the social class. A thorough study of these points will give you a response to what your
target audience is and how you should approach it, this will make you accept your company as a part of you, as it is a
reflection of your lifestyle and personality.

You might be wondering. Why are those studies so relevant?

If you do not know the tastes of your audiences, you can not satisfy their necessaries. You have to know exactly how
they are to know what they want to apply in your product. These studies can focus on any company, in business a
prior study of the public can help you to develop an innovative product that the audience is looking for.

CULTURAL COMPARISON
I will give you some fun facts and an example about the different two countries and their differences in the same
menu to talk about the importance of the study about the target audiences in marketing. For this reason, I will give
you an example, besides studying I work in Mc Donalds and it is a good example for this topic.

Have you ever heard from the differences of Mc Donalds in different countries?

Mc Donalds is a fast food restaurant known all around the world, and this is due to the study of its target audience
as well as the culture and tradition of each of the countries in which it is located.

Great cultural differences can be observed such as the fact that in the UK cawl or fish and chips can be purchased in
this kind of establishments and sausages in Germany.

EXAMPLE

A more concrete example is that of Spain and Portugal, both in the same territory but very different in culture and
tradition and, therefore, in the adaptability of the said company. I know this for my own experience. It is normal that
in my job a Portuguese person orders a soup in Mc Donalds, something that in Spain isnt usual. This means that Mc
Donalds studied the Portuguese population to know their traditions at lunchtime, so it introduced the soup as a
snack in their Mc Menu, something that in Spain, a neighboring country, is not common, because it does not have
that tradition. However, in Spain, you will find potato omelet and ham as a breakfast, something typical of the
Mediterranean diet that has been adopted in this country. Do you notice the same differences with neighboring
countries?
 BUSINESS CULTURAL SUCCESS
It is necessary to mention the importance of doing a previous study of the entire population to avoid what is
happening now with the Kona Hyundai as in Portugal and Galicia, Kona is a word that refers to the female genitalia,
so the adaptability of the companies must be careful to achieve success as McDonalds or mess it up such as
Hyundai.

-----LANGUAGE

--FEATURES WHEN CHOOSING

What do you think about this?