Kulttuurierojen vaikutus mainonnassa

Tämän opinnäytetyön tarkoituksena oli tutkia kulttuurien välisiä eroja mainonnassa, ja koota niiden pohjalta konkreettinen opas. Työ tehtiin toimeksiantona Porvoon Seudun Uusyrityskeskukselle. Oppaan tarkoituksena on olla apuna niille toimeksiantoyrityksen asiakkaille, jotka suunnittelevat kansainvälistä mainontaa. Työ rajattiin käsittelemään muutamia Porvoon Seudun Uusyrityskeskuksen asiakkaiden suosimia kohdemaita; Iso-Britanniaa, Itävaltaa, Norjaa, Puolaa, Ruotsia, Saksaa, Sveitsiä sekä Unkaria. Itse oppaan kokoamisen kannalta oli olennaista, että tutkimus suoritettiin kvalitatiivisella menetelmällä, sillä työ perustuu aiempiin tutkimuksiin sekä aiheeseen liittyvään kirjallisuuteen. Teoriaosuus rakentuu kolmesta työn kannalta olennaisesta teemasta, kulttuurista, kansainvälisestä mainonnasta, sekä yrityksen kansainvälistymisestä. Se käsittelee tutkimuksen kannalta keskeisimpiä aiheita ja perusasioita niin yrityksen kansainvälistymisestä, kulttuurista kuin mainonnastakin sekä selventää olennaisimpia käsitteitä, joiden avulla lukijan on helpompi ymmärtää tutkimus kokonaisuudessaan. Kulttuurierojen vaikutus vientimainonnassa on erittäin suuri. Tutustumalla kohdemaan kulttuuriin voidaan välttyä väärinymmärryksiltä, jotka useimmiten johtuvat puutteellisesta tai virheellisestä viestinnästä ja jotka pahimmassa tapauksessa saattavat johtaa yhteistyön katkeamiseen. Kohdemaasta riippuen vientimainonnassa on kiinnitettävä erityistä huomiota mm. värien ja symbolien käyttöön joiden merkitykset saattavat vaihdella kulttuurikohtaisesti. Joidenkin värien tai symbolien käyttö tietyissä yhteyksissä saattaa herättää paheksuntaa tai aiheuttaa epämiellyttäviä mielleyhtymiä tiettyjen kulttuurien edustajissa.The purpose of this thesis was to find out how cultural differences affect advertising internationally, and to create a guide based on this information. This thesis was commissioned by Porvoon Seudun Uusyrityskeskus ry. The guide was made to help those customers of the commissioning company who are planning to advertise abroad. The study concentrates on some of the countries which are popular among the customers of Porvoon Seudun Uusyrityskeskus: the United Kingdom, Austria, Norway, Poland, Sweden, Germany, Switzerland and Hungary. It was relevant for the guide that this study was done using a qualitative research method, because it is based on earlier studies and literature related to the subject. The theoretical part consists of three relevant themes, i.e. internationalisation of a company, culture and international advertising. It handles the most important topics and some basic concepts relating to internationalisation of a company, culture and advertising so that it is easier for the reader to understand the study completely. The impact of cultural differences in international advertising is crucial. The only way to avoid misunderstandings is by getting to know the culture of the target country. These misunderstandings usually come from lacking or incorrect communication and they can even be the reason why some international co-operations come to an end. Depending on the country, it is very important to pay attention to the use of colours and symbols in advertising, because the meanings of colours and symbols can be different in other cultures. The use of some colours or symbols in a wrong context can cause disapproval and negative reactions among the consumers

Critical design in interaction design and children:impossible, inappropriate or critical imperative?

Abstract During past years, an increasing interest has been placed on critical design in Human Computer Interaction (HCI) and design research communities. Child Computer Interaction (CCI) research community, however, has remained quite silent about these recent developments. There are no studies explicitly addressing critical design for, with and by children nor studies explicitly embracing critical research tradition. Yet, there are some works that clearly still can be linked with critical research and design traditions. Those works can be seen to represent seeds of critical design already evident in the CCI community. This paper introduces critical design discourse into CCI research. First critical research and design traditions are presented, after which existing developments in CCI research that can be linked with critical research and design are identified. The paper ends up by proposing a research agenda for future critical CCI research and by discussing associated benefits and challenges

Towards critical design science research

Abstract We argue for combining the forces of Design Science Research (DSR) and the critical research traditions. In Information Systems (IS) research, design science research (DSR) has gained momentum during the past decade, while critical research has characterized IS research thorough the years, in the margins at least. However, critical DSR remains a blind-spot in IS research. Critical research provides invaluable insights into and critiques of power, politics, oppression, and domination in IS development and use as well as advocates the empowerment of the oppressed, while critical DSR could distinctively contribute to the critical agenda through design and technology. Inspired by the developments in Human Computer Interaction research, we introduce critical DSR into the IS discourse. We show there is more diversity to DSR than currently acknowledged and identify various fascinating — and critical — DSR approaches. A categorization showing this variety is proposed and a research agenda for critical DSR outlined

Critical design research and information technology:searching for empowering design

Abstract Critical design arouses increasing interest in Human Computer Interaction (HCI). Critical Design is a relatively novel and a contentious design approach within this stream, while also other critical design approaches are emerging in HCI. Information systems research, then again, has been fascinated with critical research for decades and strongly integrated the critical lens into studies on systems development and use. However, critical information systems research is weak in the design practice -- very few studies actually involve design. We argue that combining the forces of these various critical traditions, an empowering approach to design can be developed. A categorization of critical design approaches is proposed and fascinating paths for future work are identified. Particularly we call for future developments on critical design research along two lines: expert-led critical design better integrating the tenets of the critical research tradition and user-led critical design truly advocating the empowerment of the power-weak

Entertainment with public displays and personal screens:children’s ubiquitous computing practices in urban and domestic settings

Abstract Human-computer interaction (HCI) research has recently become more interested in studying practices. Looking beyond the novelty of technology, practice studies try to understand how technology becomes integrated into everyday life and how it shapes everyday practices in the longer time span. The contribution of this article is to demonstrate how ubiquitous computing practices develop. The article also sheds light on children’s and their families’ smart device practices in private and public settings. This paper responds to the recent call for practice studies in HCI and tries to understand technology-mediated practices of children and their families in their everyday lives. We first focused on children’s practices with a multipurpose public display through an ethnographic field study, and then broadened our focus to the children’s and families’ smart device practices through a diary study. We showed that children’s practices with a public display were surprisingly similar to their other information and communication technology (ICT) practices at home and elsewhere. In both settings, displays were used for entertainment and time-killing, as well as for babysitting and social interaction. This study indicates that technology-mediated practices do not spring up from the ground fully formed. There are several factors contributing to the practices’ emergence: the artefact itself and its affordances, the nature of the space, and the mind-set of the users. This finding has many implications for research and design, indicating that when developing technology, we should pay attention to a variety of factors that might be contributing to the emergence of practice around that technology — factors not yet fully explored by current research

Digital technologies in everyday environments:zooming in and out to children's and their families' smart device practices with public and private screens

Abstract Digital technologies have become more and more ubiquitous. The role of technology in our everyday has changed radically, shaping existing practices and facilitating new ones. Human Computer Interaction (HCI) research has recently interested in practice studies. Looking beyond novelty value of technology, practice studies try to understand how technology becomes integrated into everyday life and how it shapes everyday practices in longer timespan. This paper responds to the recent call for practice studies and utilizes Nicolini’s toolbox approach for making sense of technology-facilitated practices of children and their families in their everyday life. We first zoom-in on children’s practices with a multipurpose public display through an ethnographic field study, and then zoom-out to the children’s and families’ smart device practices through a diary study. We show that children’s practices with public display were surprisingly similar with practices elsewhere. The contribution is 1) demonstrating the use of the toolkit approach, and 2) shedding light on children’s and families’ smart device practices in private and public settings

Music as an enabler for social inclusion and provision - The UMSIC approach

This paper describes the motivation for, and the design of, a mobile device for music making for children that aims to improve inclusion and reduce isolation in groups of children, and especially where some children have attention deficiencies or whose language is different from that of the host country. The paper begins with a summary of the literature that places the research in context, briefly describes the approaches taken by the research team to design the technology, and then outlines the key features of the proposed solution. Finally, the paper outlines some of the challenges that the team expects to face, both from an R and D perspective and also from the point of view of evaluating the impact of the solution, before outlining where the project aims to go next. © 2009 The authors and IOS Press. All rights reserved