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Nikon COOLPIX: "The last laugh"
In 2010 the new campaign for the Nikon COOLPIX was broadcasted and published in India. It was developed by the advertising agency K&L Arms Communications and they have chosen the best time of the year namely the Indian festive season. This is also the reason why the last sentence in the commercial is: "Keep all the festive actions with Nikon (...)".
Speaking on the commercial, Sajjan Kumar, general manager - sales, marketing and services at Nikon India Imaging, said, "We wanted to highlight the technological advancements of our compact camera range and capture the festive mood as well. The campaign will be spread across television, print, radio and in-shop branding" (Campaign India).
Reet Ahluwalia, managing director of K&L Arms Communications, added, "The perception was that Nikon is a professional camera for professional users. Our brief was to make it user-friendly, and that can't be done in a rational way; it has to be done through an emotional piece of communication. Hence, the idea was to create a commercial of lighthearted moments" (Campaign India).
High-Context Culture:
A previous research has shown that the disclosure of information varies in diverse cultures. Hall identified, based on the communication style and the degree of context, two different ways of contextually in Asian Countries (high-context) and in the Western world (low-context) and therefore, India is a high-context culture. In a
high-context culture a lot of information that is communicated through
advertising is unspoken and indirect. This is a result of the social cohesion. A
lot of information is already shared by the people, and is not
included in the advertising itself.
The spot
“The last laugh“ is a suitable example for an advertisement which is
communicated in a country with a high-context culture. The clothes are very
traditional and symbolic. Also, the religious punishment (karma) the man
received because he captured the embarrassing moments with his camera (can be seen in this particular spot) is
easier to identify for people who belong to this culture.
Long-Term Orientation:
This orientation is a cultural dimension which was introduced and identified by Hofstede and is more common in Eastern Asia for example India.
Countries with this orientation value old traditions and history. Also, they tend to look on the past to receive inspiration.
In the commercial it can be recognized as well and an example for it could be the traditional clothing and the traditional setting.
Sources:
Müller, Barbara. "Dynamics of International Advertising: Theoretical and Practical Perspectives." New York, NY: Lang, Peter New York, 2011. Print.
Daechun, An. "Advertising Visuals in Global Brands' Local Websites: A Six Country Comparison." International Journal of Advertising (2007):303-332.Print
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