International Marketing for Special Advertisements

Russia uses sex to advertise many of their products. Women are viewed as objects and most Russian ads that use sex appeal would not be allowed in the United States or many other westernized countries. This happens because Russia still often oppresses women even though their country is becoming more capitalist. I think that women’s rights is another hurdle that Russia must overcome on their way to becoming westernized and Russia’s readiness to compete and market on an international level.

South Africa has laws regarding alcohol advertisement which are interesting and also restrictive and highly regulated. This may be due to the violence that has occurred in South Africa and maybe because of the country’s moon-shine businesses which I recently saw a video about. The laws for advertisements rule “no one depicted in the act of drinking in commercial communication may be younger than 25” or “suggest that alcohol beverages can contribute directly to sexual success.” I am not surprised by these laws but I think the laws about alcohol advertisement should be left as they currently are in the USA- which regulates mostly the audience of the alcohol promotion.

New Zealand has interesting laws regarding when advertisements can be shown. Running ads between programs is banned on Christmas Day, Good Friday, Easter Sunday, and also on Sunday mornings before midday. Also, environmental products and the claims advertisers make regarding the eco-friendliness of the product must be detailed and verifiable and not general. According to the Advertising Standards Authority (ASA) New Zealand advertisers must comply with rules regulating the times their ads can broadcast. This makes sense to me because I have always seen New Zealand as consumer oriented and religious which would explain why ads can’t be shown on major Christian holidays. I agree with these rules too because I think it helps prevent exploiting the holidays for product sales.

Australia has an interesting advertising legislation that completely bans all advertising for tobacco products. In the US, tobacco is think this smart because Australia has one of the highest contents of ads in the world so the economy’s health improves as a result. By preventing products like tobacco from advertising, they help decrease the cancers and disease caused by the banned product. I think consumers demonstrate rational purchase behavior, except when it comes to addictive and health-hazardous consumption.

http://www.businessinsider.com/sexist-russian-advertising-examples-2012-11?op=1 http://www.asasa.org.za http://www.asa.co.nz http://www.freetv.com.au/content_common