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Interplay between industrial print advertising and culture
Interplay between Industrial Print Advertising and Culture Carin Holmquist and Agnda Jtirgensen Carlsiiii In
a pilot
study
rhe
industrial
culture
changes
in industrial
Industrial
through
in wends
of a
The
ture.
cultures.
indicators
such
between
1969 and
systems,
from
to effectiveness. are discussed
We
argue
Instead, which
that
changes makes
changes
print
advertising
content
analysis
of national
culture
and
to
study
Changes
as changes
in industrial in industrial
~ and as a culture
were
advertising
and
material nature.
changes
culture
used
as a subsystem
to whole
efficiency
industrial
We
in Sweden.
is treated
of organizational
observed
parts
between
examined.
advertising
culture
metasystem
interplay
was
Relations
between
relations
between
may
be a mirror
might
of changes
culture
different
from
and
and
upon
from
industrial
indicators
or molder
be looked
in advertising
themes:
relations
overall
as are
not
in three
to interactive
media
in advertising
studies
1979 arc described
one-sided
of cul-
of changes.
as early
warnings,
as an indicator
of cultural
essential.
Marketing
theory
marketing.
was earlier
However,
increasing
interest,
based
industrial
and various
as industrial
marketing
(Kotler
&
Levy,
Snehota,
1976).
gained
theories of consumer
as well
have evolved during the last decades
1969;
Bagozzi,
cies have specialized
in industrial
mercial
There
marketing
culture.
on consumer has
At the same time,
advertising.
mostly
marketing
Hikansson
&
advertising
agen-
and non-com-
has evolved a specific industrial
One expression
trial print advertising
1975;
many advertising
of this is found in indus-
in media directed
towards
the indus-
try. The change
of the marketing
total change
of organizational
concept
is only a part of the
culture.
Organizational
ture, in turn, is only a subsystem ture.
Several
studies
have
cators of social change. frequently
ate changes organizational
marketing
marketing,
culture
of change
by profession
in cul-
perceptu-
we think that the interplay presented
in mass media, and
could be of research
interest.
Indus-
expressed
in mass
media
since mass media’s
interplay
with society as a whole
Journal oj’Management Studies.
and
February
been analyzed
1985
indicators
that marketers
at an early stage,
between industrial
0 1985 Scandinavian
indi-
Mass media is one of the indicators
in finding
ture. As we assume
terest,
social cul-
on finding
studied.
We are interested
trial
of the overall
concentrated
cul-
with
subcultures
such
in several
is of special
as organizational
studies
(Katz
culture
& Szecksii,
inhas
1981). 181
HOLMQUIS’I’
Our
& JiiRGENSEN
aim is to analyze
advertising
and
relevance
of future
play between and with
on mass for the
culture
is
and social
of the
a brief
change.
This
of studies
article.
The -
forward.
These
are
print
advertising
advertising,
discussed.
Finally
and for further
three
we propose
form
in
trends
to changes
in
The connections
and overall
some
the
changes
summary
compared
indicators
of
together
of industrial of
in a pilot study.
other
part
concept
presented then
culture
overview
on culture
are
industrial
the
on the inter-
industrial
indicators
culture
between
by giving
ideas
Different
industrial put
to further
We start overview
rest
print
to denote
in this field. advertising,
discussed.
industrial
We want
print
media
the following
basis
arc
research
culture.
between
culture.
we also want
industrial
overall
studies
the interplay
industrial
In this article
CARLSijij
ideas
culture
on the
are
relations
research.
Mass Media and Social Change Advertising
as a cultural
by several
authors
Swedish
setting
indicators.* the
of
interest
programme
sub-prqjects
between
been studied
Of special
research
the
relation
has recently
1981).
is a large
One
examines
indicator
(Berman,
of
the
advertising
in a
on cultural *
programme
and
changes
in
‘l‘his
rrsrarch
Indicatora: 1945-1975“.
society. sign,
The
project
leading
& Andrkn,
mass
media
single
way. kinds
tors, types discuss
and
of media
of media
different
on the social
causes
He proposes
change. of social
question
of media
relations
of the relationship
as agents
The
of the programme,
social
must
and
change
that
types
etc. If this is done,
between
cultural
or society
be broken
different
that as
can be answered
in
down
into
of society
sec-
then it is possible
structures
and
to
the struc-
ture of society. The
main
has been
interest
of the
the changes
and the relationsship on social arc
structure
needed
between
mass
develop
such aspects
time
Swedish
research types
have traditionally 182
research
in mass these
series
system
judgements
and
social
and
society,
time series
of mass
on the
media
relationsship
structure.
Attempts
sectors
of culture
for various
of social
programme
media
two. Various
on the value
making media
various Three
between and
when
Swedish
of values
structure
are
made
within
to and the
programme. of relationsship been
between
mentioned:
culture
and
startrd
catersthat
can
drscription
of changes
bol systtTl
society
“Cultural
programme Swedish in
Symbol 1976.
the proqramme is 10develop
of advertis-
on the subject
is not a question
of changes
as a cultural
1981).
an overview
the question one
advertising
( 1981), who is coordinator
Rosengrcn has presented
an agent
print
to hypotheses
ing (Nowak
between
reviews
The
be
usrd
‘l‘hr cultural
System aim
of
indi-
in a quantitative
in the Swedish
sym-
ADVERTISI_NG _ cultural _ culture _ social In
autonomy as influence structure
analyzing
structure, often
the
means
structure
value
few
connection
between
of value
is central.
orientation,
empirical
guidelines
in order
research
traditions
in this field.
(Shaw
& McCombs,
1980)
has specialized
1976).
is studied
been
the
and society. is one
social
etc,
i.e. a
conducted
theories
In spite Research
in the interplay
lic. Interplay
and
in this respect
opinion
to test
mass
culture Value
attitude, have
between
(materialism)
(Peterson,
studies
media
(idealism)
on culture
of level of abstraction
Very these
on social
as influence
the notion
question
AND CULTURE
along
of interplay
of this there on agenda
example
between
of studies
media
as to subjects,
exist setting that
and the pub-
attitudes
and
opin-
ions.
( 198 1) shows
Rosengren in four
theoretically
that
possible
time
series
data
relationships
can result
between
media
and society: Development Media IDEALISM Media
led by Both or neither
Society MATEKIALISM
as
Media
molders
INTERDEPENDECE Media as molders
as lag-
and mirrors
ging molders
Yes Similarity between media and society time series AUTONOMY No
Media
Figure 1. Relationship ture (Rosengren,
Rosengren
(1981) However, publication
of Advertising), analyzed
tising
and
society
Similar tisements
“I
over
annonsernas
“a review
to is
the title of a
spegel”
tradition
of one
the idea of linkage -
rela-
referred (In
the
as early as 1964. Kihlberg
advertising
a period
possible
of relation
As an examle,
published
the print
also reveals
one hundred
1970).
was
theoretically
type
as a mirror.
Mirror
newspaper
four
the main
Swedish
subtitle
nor molders
between mass media content and social struc-
suggests
the advertisement
(1964)
mirrors
198 1) .
tionships.
daily
as neithw
in a Swedish
hundred between
of changes
years.
The
print
adver-
of society
during
years”. ideas
arc also found
made
by literature
Print
advertising
in content scientists
is regarded
analyses (Jonsson
as a mirror
of adver& Jonsson, of changes 183
HOLMQUIST
in taste
&JORGENSEN
and
Jonsson
social
(1970)
values.
CARLSijb
On the other
emphasize
body’s
art”
-
not
values,
but also create
that
only
Jonsson
advertisements
affect
them,
hand,
our
social
i.e. function
-
and
“every-
system
and
as both
our
mirror
and
molder. Nowak
and
And&
(1981)
tisements
as mirrors
but
a misleading
with
this, the mirror actively
agree
affects
society.
contributes changes
in print
social
have
aspects.
image
studied
advertising
changes
is a mirror
As a consequence
is not a passive
selected
to a misleading (1981)
that
have
of
one -
it
of a systemat-
Advertising
of reality.
the
content
they
of adver-
advertising
image.
The effect is the result
of certain
Andrtn
the subject
that
mirror
effect of advertising
ic reflection
The
and
discuss
thus
Nowak
and
relationship
between
and changes
in society.
analysed
arc material
as
well as immaterial. In
empirical
studies,
concentrated
material
changes
in the cultural and
tween
the material
some
degree.
become
more
structural similar effect
on
appeared reflection tive enough to
Although
change.
change
reinforces
the
status
quo.
we find
to development
people
though
their
percen-
might
at least
in society;
change was also
advertising.
have
a profes-
in traditional
findings
media
as
function
signs
three
roles.
of advertisments
development
the design
be a
old is not attrac-
of print
also
The
rather
of the material
could
are
(198 1) have influenced
To summarize
184
there
by a lag
Emancipation
same
a
did not find a
of women
advertising
but
reflects
older
the content
the
As far as this
few
still presented that
shows
In this sense,
of social
than
development
conclude
extent
like have
1981).
and growing
number
only to people,
the
directly
This
in advertising. the
are generally
The authors a certain
media
in
an increasing
sion, women
AndrCn
climate
Old people
to appear trace
the
and
be explained
even
has increased.
of the cultural structure.
structure
and
Very
advertisements
in be-
the authors
climate.
trends
well-situated
partly
as
have
A correlation
& Andrin,
could
cultural
tage of the population
linear
advertising where
and well
was found
classes
(Nowak
correlation
in the
in social
prestige,
have
They
rare in advertisements.
change
the
long-term
income
of changes
direct
as
of the country.
of social
is concerned,
types
society
of advertising of
higher
and more
social
Other
advertisements
between
Symbols
of change
between Swedish
development
to the
( 1981)
AndrCn
of advertisements.
of the content
references
hard
in climate
the content
development
kind
changes
the relationship
society
and
on the interplay
certain analyzed
Nowak
as an agent
that of
to social
advertising Nowak
and
of our pilot study. ways
of connecting
as molders,
media
ADVERTISING as mirrors
or media
AND CULTURE
as autonomous.
As was
discussed
above, none of these different views has so far been shown to be more relevant
than the others.
The Concept of Culture During ture
the last decades,
has
There
increased,
are
aspects
especially
are
the interest
especially
given
three
fields
attention.
behaviour
tevant,
1962) Secondly,
tural setting,
(Clegg,
ness people tance
research
was opened,
stede, 1980; Hickson Today,
runs a
brought
in behaviour
as well as of the impor-
of cross-cultural
& MacMillan,
field of
studies
(Hof-
1981).
awareness
in the sense mentioned
a
of busi-
A new organizational
that
cul-
to surface
the seventies
countries,
there is a growing
of culture
(1980),
as opposed
Thirdly,
differences.
& Stur-
in organizational
to Foucault
of the differences
in different
of these
(1971)
1975).
cultural
(Gladwin
tradition
of deep structure
awareness
the
anthropologists,
the study of different
is the structuralistic
structuring growing
the
setting.
following
theory. From Levi-Strauss
of culstudies.
in the field of understanding
in its specific
line of knowledge
in which
Firstly,
have made great contributions human
in the concept
in organizational
of the consequences
above.
In addition
to cul-
tural aspects on a macro level, we also find a trend of studies on cultural
aspects on a micro level. Here we find terms like
organizational shared
culture,
meanings,
organizational
special
language,
myths, rituals,
paradigms, etc.
to be of
interest. One
of the few definitions
“Culture
is the system
accepted
meanings
time.
This
interprets
system
of. .
operating of terms,
a people’s
of organizational such publicly
culture
is
and collectively
for a given group at a given forms,
categories,
own situation
and images
to themselves”
(Petti-
grew, 1979). One of the main factors cultural
underlying
the present
issues is the growing internationalization
tion and trade.
The
concept
understand
the non-material
immaterial
context
use of language,
includes
of culture
is used in trying to
world of organizations. transformations
to Pcttigrew
study of the creation Hofstede
(1982)
programming that culture
(1979)
and change
is nothing
vidual, instead
culture
cultures
on a macro level.
much would be gained by the
defines culture
of the people
This
of meanings,
myths and the like. Organizational
are more easy to follow than are cultures According
stress on of produc-
of organizational
cultures.
as “the collective
in an environment”.
that can be attributed
mental
He states to one indi-
is defined for a group of individuals. 185
HOLMQUIST
& JiiRGENSEN
Culture
is a rigid
ginally
and slowly.
structure. This
of cultural
values
imbedded
in practically
stede
(1980)
Changes
made
a study
dimensions
of culture:
ance
(the degree
Power
and Masculinity-Femininity Hofstede
(1980)
the cultural
differences
he expects zations. notice
these The
and
collective
and
He
describes
grammes,
several
ments.
A model
reservation used
for statements offering
First,
individualism wealth, waves, masculinity
dominating
is
industrial
Formation culture)
should
industrial
Hofstede
is reluctrends.
negatively
is increased
in such
on the increase
be
to
is fluctuating
an
increasing
culture
in (since
cultural
the nation(s),
and
and
on industry
on the basis earlier
as collectively inside
culture from
the interplay
and industrial
on the concepts
are found
Industrial
to be to “analyze
within
as discussed
values
zations.
being
a
to be
longer-term
correlate
advertising
be studied
Building
change
These
With
a period
avoidance to
stated print
of values
discussed. social
said
is put forth.
distance
now
pro-
or docu-
Culture
aim was earlier
between
power
mental
value.
Industrial Our
to
of
of speech
on
uncertaity
anxiety
studying
changes,
said
while
Second,
long-term 1965),
is
to
talks
programming.
too short
speculations
on organi-
(1980)
mental
of culture
on cultural
some
impact
analysis
covers
though
arc the hardest
Hofstcde of
is content
caring).
of also studying
(subcultures)
universal
his study
tantly
a situation.
ones.
for changes
that
decreasing
nations
methods
one of them
Avoid-
versus
characteristics
forceful
vital
of accept-
Uncertainty
a less penetrating
obvious
four
(the degree
the importance
the most
individual,
He sought
stresses
Hof-
Individualism-Collectivism
inside
to have
most
cultures.
(assertiveness
stresses
is
level.
of power),
of avoidance),
impact
Culture
on every
study
Distance
distribution
only mar-
or a society.
of national The
about
of the immense
a group
all institutions
in 40 countries.
of unequal
come
is so because
throughout
differences ance
CARLSiiii
culture”.
(i.e. industrial
of the theories
of culture,
values
in this article, shared
values
and outside
the subculture
and
we define on industry.
industrial
is also formed
just
organi-
as a subculture impulses
of
go to soci-
ety as a whole. Following
Hofstede
can exhibit mon
values”.
viewed studying accept 186
values
as
Nevertheless, an
the that
( 1980)) we agree in the strictest
we think
amalgamation formation
individuals,
sense
and small
that
only culture
each
culture
of dissimilarities. change groups
individuals
-
of cultures, and
is “commust So,
be
when
we must
subcultures
do
ADVERTISING
have
the capacity
priori
find
it necessary
rent groups
that
represent these
to achieve
sionals
For
One
way
changes
in industrial
Drawing
on
culture.
time,
from
industrial
as is culture imposed
1980) but we arc not interested
in
studies
culture
in space.
stede,
changes,
interested
seen there.
cross-cultural
that
of the difficulties in cultural
industrial
is to investigate
We are especially
aware trends
propose profcs-
between
culture
and the changes
we argue
over
we
consumers,
interplay
industrial
knowledge
countries,
changeable
the
and
the role of the media, tween
they may
bodies.
of studying
advertising
the diffe-
since
culture,
media,
we a
clearly
culture,
industrial
to be entrepreneurs,
Therefore,
very
the industrial
and legislative
print
change.
to distinguish
form
subcultures.
parts
overall
AND CULTURE
by such
bc-
might
be
We are quite
an approach
(Hof-
in the very long-term
rather
the
more
short-term
variations. As may be clear, culture
we do not assume
to be culture
often
discussed
advertising
forming
in
could
industrial
culture.
industrial
culture
trial advertising
this be
seen
could
part of the
per se. The role of the media
context.
From
any specific For
instance,
as a molder
these
be measured,
in industrial
and/or
standpoints,
mirror
of
we discuss
and
is
industrial how
the role of indus-
culture.
Changes in Industrial Culture As mentioned, -
the “collectively
i.e. industrial
and
culture
institutions
consumers, media.
In
advertising media. find,
even
studies prove
if we hold
to be of great
ambitious and
to look particularly
of industrial
it likely that
shared
-
are
organizations policies, economy products.
field -
that
in
may be hard
to
used in
1980) may well
by actors industry’
instance
most
outside
to concentrate
indicated strategies,
and
the
evident
like). -
over
inside -
time.
industry
collectively
by the
goals
trade
organization
Values
according
preference
industry
on a less
of comparison
within
in the consumer’s Values
print
shown
techniques
(Morgan,
be held
Values
policies are
culture,
normal
we prefer
(business
unions
industrial
for
at the role of
value.
may
of it.
entrepreneurs,
industrial
culture
cultures
namely
on industry
outside
study
of industrial
however,
method,
we
by people
bodies.
study
pilot
on industry” held
as media,
the
of organizational
Values
kinds
and
we choose
indicators
In this study,
values
and legislative
as an indicator
Other
shared
are formed
of various
professionals
In this study the
-
outside
by the
to classical
for certain
are also shown
set
types
of
in regula187
HOLMQUIST
& JhRGEKSEN
tions and laws, applying
CARLSiiii
to the industry.
values have a material
indicator.
and outside
industry
on “service”
tween buyer
and seller on the industrial
focus on changes industrial
in material
As is seen, most
For instance affect
conditions
the values in-
the relation market.
be-
We now
that have impact on
culture.
Drawing
from
administration, to be among
experience
during
within
the most important
strom & Adahl,
the
the seventies,
field
of business
we find the following
changes
in Sweden
(Berg-
1981).
- concentration of industry _ more business travel _ changes in the negotiation
position of buyers
_ industrial democracy _ emancipation by women _ amalgamation
of professional
-
computerization
-
lower investments
-
effectiveness
in long-term
assets
instead of efficiency
the role of industry
has changed
society, also in non-economic These
and private roles
trends,
of course,
to become
a vital part of
issues.
are only part of the total change,
but for this pilot study we used them as a starting each of the trends
mentioned
point. For
above the media might func-
tion as mirror or as molder. There
are other changes
ture, in a more indirect tions.
Changes
culture
that might affect industrial
way than we see in material
in the overall
culture,
of which
as a part, is vital. As industrial
culture
industrial
is a subcul-
ture of society as a whole we may well use Hofstedes four “speculative
cul-
condi-
(1980)
trends”:
_ collectivism - longer power distance - increasing uncertanty avoidance _ increasing masculinity. Another
source for changes
in overall culture,
to us, is trends in organization be a mirror, state
the
theory.
by itself it is a molder.
following
trends
Though
quite natural theory may
Berg and Daudi
in contemporary
(1982)
organization
theory: concerning
the character
of organizational
- from single and simple to multiple - from behaviour
images:
and complex
to action
- from instrumentalism to symbolism - from a mechanistic logic to a social rationality 188
images
ADVERTISING concerning
the character
or research
- from single level to multilevel - from narrowband
AND CULTURE
methodology:
analysis
to wideband
research
methods
- from fact finding to meaning
constructions.
Though
of changes
there is more evidence
theory
(Morgan,
point
to a study
1980;
Cummings,
of journal
in organizational
1982)
articles,
we just
want to
as this resembles
the
method used by us. Daft (1980)
analyzed
zational
He used two scales to clas-
analysis
over 20 years.
sify the articles. continued
He found a trend -
work
accompanied
towards
material
on changes
statistical
organizational
in industrial
of
language
models.
culture,
we see the
trends as well as the trends in overall culture and in
theory as indicators as Hofstede terms,
from 1969 to 1979 -
low variety
by more complex
To summarize
articles on organi-
of cultural
(1980)
the operationalization
lives. So we consider hardly
ever
be
giving
Changes
in culture,
in quite broad
examples
in our daily
culture as such to be something
measured
studies and in studies we measure
changes.
shows, are best described
culture.
per
drawing
se.
Only
that can
in comparative
on lower level analysis
may
In this sense we are trying in this pre-
liminary
study to understand
studying
indicators
the phenomenon
of that culture:
of culture by
advertising
and indus-
trial trends. However, tioned.
we find it useful to summarize
If we consider
in overall culture
the development
changes
mentioned
can be summarized.
look two themes
pattern
and interdependence.
of tota@
ture of professional
and private
we see a
For example
the mix-
instead
is
of efficiency.
the
more inclusive, each
trend
to
Effectiveness
values on goal fullilment
If people
this has an effect on industrial
consider
is the wider
culture.
effectiveness term,
will show signs of consideration
or total, evaluations
of the trends
that we can no
roles of people.
at work -
the values they hold and thus influences example
but if
seem evident:
roles means
look at the working
their total lives -
Another
and
The material
may at first glance seem disparate,
we take a closer
consider
conditions
as in theory to try to find some underlying
themes,
longer just
the trends men-
the trends in material
presented
of economic
we could
argue
thus to
issues. For in the same
way, i.e. that the themes of totality and interdependence
are
underlying. Totality
and interdependence,
to see as such.
We
however,
accordingly
effects of this kind of values,
choose
are not very easy to point
to some
on a somewhat
more opera-
tional level. As we in the pilot study primarily
focus on the
relation
between
buyer and seller and the way products
are 189
HOLMQUIS’I’ valued,
we find
dependence -
& JiiRGENSEN
CARLSijij
the following
aspects
from parts
to whole
to interactive
- from efficiency
to effectiveness.
these
industrial tions,
and
inter-
systems
- from one-sided
Using
of totality
to be of interest:
trends
as a summarized
culture,
as indicated
we now move
indicator
before:
list of the changes
by material
to take a closer
of industrial
mentioned
relations
culture,
industrial
and other
look at another
namely
print
that
in
condipossible
part
of media
advertising.
Changes in Industrial Advertising As we have social
shown
change
earlier,
the status
of media
the
common
most
media
is not
culture.
The
der tives,
holds
the
a third
idea
to mirror
another
idea
is that
media
it necessary
that
stated
the media
is the mol-
The
Advertisements
view
these
that
in different
is in a true
the
through most
perspec-
media
might
situations.
sense
underlying
Still
autonomous.
patterns
of cor-
of these.
earlier,
trends.
the
to analyze
and the causes
As was
Perhaps
is formed
between
poses
molder
cultural
but
interdependence
from
relations
and
i.e. culture created by media. Of course,
change We think
of social values.
of culture
idea
media
as to how to describe
of media as mirror, i.e.
is that
former
opposing
see and
idea
on mass
alternatives
in the formation
the
of culture,
theories
the literature
gives several
industrial
same
reflect
goes
and/or
trends
arc indicators
for industrial
create
of
advertising.
industrial
culture,
we
propose. Industrial may
advertising
bc measured
is in the other
form
according tween see
may
as indicator and/or
apply.
to the same
of industrial
quantitatively.
part
As print
pictures, We
of industrial
used
to select
variables
culture
trends.
buyer
and the way products
and seller
changes
in
these
This
respects
we
culture
advertising
techniques
choose
we summarized
aspects -
of text
contexts
when
quite
part
as we chose
is the relation arc valued.
consider
in
the
beTo
following
of advertisements:
layout
- person
variables
- interactions -
environment
The layout, the
seller
ables, 190
for
for instance wants instance
type of illustrations,
to picture
the
occupations
product. shown,
is a sign of how The reflect
person values
varion
ADVERTISING
product
USC. Interaction,
shows
part
ment,
for instance
products
between
background,
and relations
interested where
as person
of relations
reader
follow
interaction,
and
shows
in what
seller.
Environperspective
are only examples,
up by studying
classifications
CULTURE
product
buyer
are set. These
could
the different
-
AND
the
the appendix
are shown.
Relations between Industrial Culture and Industrial Advertising Now and
we have social
changes
presented
change
and
conditions
and
of culture.
in other
how
So we have possible
to
and
changes
in values
seen
it is not
correlation.
over
indicators?
our
to find
such a connection. systematic
we present
ideas
future
-
on how such
move
we will
themes, shown
to find
summarizing
The method tisements
of such
a
to see if there
is
the relevance
of this field. Though could
be designed
we
in full.
of the pilot
study.
is any
sign
culture,
in
In this
of the the
three
changes
A4ethod
a Swedish
advertising, market.
As discussed, on four types
we decided
between
background).
The
themes
selected
number
buyer
variables
Among a
to enable
the
Swedish
periodical
towards
the
advertisements
of persons, between
and
changes
on advertising,
of adver-
representing
oriented
to analyze
variables
of the
analysis
magazine,
Lay-out (e.g. illustration,
of variables;
Znteruction (e.g. relations
relations
is a content
business i.e. advertising
Person variables (e.g.
chose
direction want
study
to
be remembered
to investigate
if there
used in this study in
industrial
studies
Is it
in industrial
the phenomenon
industrial
industrial
rent
we
in our study.
The Pilot Study -
age),
the
a study
to a description
try
question:
a period
we just
do not here aim to understand We now
section advertising
in any way correlated
out
study
-
last
It must
We also want
of a more
In the
in industrial
changes
by other aim
discussed
as seen in material
to a specific
changes
In this pilot
also
media
orientations.
down
are these
of mass
We have culture,
changes
narrowed
XC any
advertising
theory
indicators.
to measure
to get hold of changes
study
the
in the field of industrial
discussed
that
briefly
culture
seller)
were
and
sex,
product,
Environment (e.g.
and
chosen
to match
the diffe-
in industrial
culture.
We also
some
sort
and social
business called
colour),
occupation,
person
the
of comparison change
magazines
“Veckans
available,
Affarer”
with
in general. we
(Business 191
HOLMQUIST
Weekly).
& JiiRGENSEN
According
particular reaches
to statistics
periodical
ness magazines
on the periodical
has the largest
in Sweden.
45,000
particular
CARLSiiii
readers.
periodical
circulation
It is a weekly
Another
reason
is that the editorial
magazine
and
for choosing
this
policy and leader-
ship have been relatively
consistent
in this study. The readers
are mostly managers,
and
marketing
managers
press this of all busi-
over the years covered
within
industry
economists
and
the
retail
business. To enable
comparison
over time we generated
the study from two different
periods.
One
data for
period
was the
second half of 1969 and the other period was the second half of 1979.
The
different
industrial
two periods
line on industrial
were selected
climates culture.
according
to represent
two
to our previous
out-
It is evidently
of a decade,
retrospective
thinking
consequently
1969 etc are quite common
so that at the turn
is more common,
and
years for compari-
sons. We started
by going through
divided the advertisements
all advertisements,
_ office equipment _ industrial products - travel companies, hotels, conference -
company
then we
into the following groups:
facilities
services
- press, media, communication _ institutional advertising The number
of ads during the second half of 1969 was 512.
The number
of ads during the second half of 1979 was 502.
The two periods showed different
distributions
order to ensure a just comparison we included
all full-page
each period
for the years
study full-page
1969 and
ads as these contain
and the like, than do smaller analysis.
From
sample
each group
concern
the advertisement
of text and illustration analysis.
All variables
as present
refer to concrete few variables
a
adver-
The variables
in its entirety.
Most
to a greater we carried
for the
and thus are
of the variables
of the advertisement
of coding,
The com-
is thus the object
or not present.
features
ensure control
mentioned.
are dichotomous
need interpretation
analysis ourselves. 192
content
we selected
we used a coding sheet con-
mainly
further
text,
from 1969 and 76 from 1979.
the four types of variables
classified
to
more illustration,
a total of 95 full-page
taining
content
in
1979. We preferred
ads, which facilitates
To guide the data-collection,
bination
the two periods, in the analysis
of advertisement
of 30 %. We analysed
tisements
between
advertisements
of ad size. In
and only a degree.
To
out the content
ADVERTISING
The Pilot StudyFor a description is referred The
AND CULTURE
Results
of numerical
results
the interested
reader
to the appendix.
total
number
the second
of industrial
advertisements
found
half of 1969 (512) and in the second
(502) were distributed
among
different
categories
as follows: 1979
1969 Office
equipment
Industrial Travel
products companies,
hotels,
Press,
25% 17%
16%
20%
16%
15%
5%
8%
100%
100%
communication
Institutional
15%
31% 12%
services
media,
20% conference
facilities Company
in
half of 1979
advertising
Table 1: Categories of advertisements. The distribution
of different
ad sizes was as follows:
Half-page Full-page Double-page
1969
1979
17%
30%
63%
48%
20% ____ 100%
or more
22%
~
100%
Table 2: Ad sizes. The
result
of 30%
of the content
of each group
institutional
advertisements)
As noted
in Table
for office
equipment
A trend
in the
ments
for
list.
In the study
The
number
has
increased
decreased. tional
was
company that the
than
50%
of half-page
and
while
the
software
has decreased. in advertise-
and
hardware
institutional
advertising
was
on the top of the ranking type
has
been
double-page
amount
It can also be noted in
service
latter
there
(excluding of time.
found
of advertisements
of all industrial
that
the sample
of advertisement
direction
advertising
shows
is accentuated
number products
1979 period, to more
upon
industrial
indicates
by software
amounted The
1, the relative and etc,
This
is based
advertisements
for each period
opposite
travel
advertising. replaced
analysis
of full-page
of
ads.
a shift
in ad size.
advertisements full-page
that the shift to larger advertising,
especially
ads
has
ad size institu-
advertising. 193
HOLMQUIST
There
&JORGENSEN
has
amount
been
a change
of colour
towards
advertisements.
ous for software institutional
CARLSiiii
advertising
advertising,
a greater
This
such
trend
is most
as company
obvi-
services
and is accentuated
Lay-out
relative and
in double-page
ads. It is possible Illustrations
that colour used
is used to attract
as an attraction
1979 as in 1969. Illustrations the study
shows
of drawings.
illustration
According
to our
findings,
has changed
ads
illlustrated
have
never the
ads
seen
are present
mostly
young,
and
industrial change
that
become
more
When
mature
persons
arc used
mostly
become The
the
on some
Where The
change
to
industrial
more
in industrial
are
the
in only
the man
has
what
are their
were
rarely
have become however,
that in
or task-role
has
of occupation man
the product also
them
Neither
found was
were pres-
has become
that
between
between
also
product
and a person
showed
balance
was and
there
product person,
has and
nor
more been
a
man
in
product
is
found
for the
1979 period.
and
machine
has evolved
man
advertising.
way
of interacting
with
a lot. Informality
year
-
showed,
the link between study
a balance
changed
that
their occupation
in the illustrations
Instead,
was
and
occupations
between
advertising.
dominating
The
Male
kind
both
ent in illustration, obvious.
a man,
illustrations
The study
interaction
examined.
few women.
in 1969, they
obvious.
stress
when
very
in illustrations
men are present,
more
Women
advertising
ads.
in both of the periods.
ads where
of
true in 1979. A person
occupation
as a total.
Person Variables
amount
sharply.
show
in the study
Female
less common
ten
still
in many
in
in industrial
The
in industrial
in illustration
is still
was found
occupations?
aspects.
this still holds
advertising
and
in favour
an increase
has decreased
of all categories
women
has declined,
the role of man
frequently
When
in
ads.
in several
by persons been
attention.
less popular
has showed
ads as well as software
advertising
found
became
more
not as common
on the whole
pictures
Drawn
hardware
and
that
were
period.
The
the
prospective
buyer
has
has grown
remarkably
during
the
study
also
showed
seller-buyer
have
become
more
was most
often
referred
to in 1979, and the task of the buyer
was stressed. situation obvious
was
almost
never mutual
1969, when
presented.
This
has increased
a category
tasks
The study
A cooperative
from
advertising,
to stress
and buyer.
interaction 194
is a change
in software
a tendency seller
This
clear.
that
relations
somewhat
the buying
trend
which
in the interaction
indicates
relation
is most
also shows between
that problem-oriented while
product-oriented
Interaction
ADVERTISING
interaction This
AND
CULTURE
has decreased.
tendency
is accentuated
used in the ads. Technical arguments
by the kind of arguments
arguments
of application
show a decline,
while
more frequent.
This
have become
trend was most obvious in software advertisement. Economy, tions
good-will,
are other
monly
The change categories.
and international
that
used in industrial
prestige and esthethic Environment
novelty
arguments
have
advertising.
connec-
more
Arguments
com-
such
as
values have declined in importance.
is that environment
This
become
is less often used in most
trend is less obvious
in software
advertise-
ments.
Changes in Industrial Advertising Compared to Changes in Industrial Culture We have already
discussed
cators of industrial
theory. The argument seen as emanating changes.
the main
culture,
trends
was that different
indicators
from the same industrial
We identified
in other
indi-
such as trends in organizational could be
culture
three themes of particular
and its
interest
- from parts to whole systems - from one-sided
to interactive
- from efficiency
to effectiveness.
Relating
these aspects
to our four aspects
that the lay-out has changed ourful towards
lay-out
stresses
When towards decreased,
The
the whole
situation,
person variables
whole systems.
The
number
but when persons in a function.
whole idea-system
can
we
see
trend
is “sold”.
This
ideas, software
by drawings.
a trend
in ads has
they are distinc-
systems
parts of production.
or company whereas
well be represented has increased.
trends
and wider
of persons
are present, The
lower degree of ads picturing sons less obvious,
and
relation
can be noticed.
considering
placed
and col-
size of ads has changed
a new type of more interactive
aspects of efficiency
of ads, we find
to a more illustrative
type of advertisement.
too. The
tively
relations
implies
a
Instead,
a
makes per-
and the like may
The number
of drawings
We also notice that persons are more interac-
tive in their approach
to ads on the whole.
When it comes to interactions, we find that there is a stress on interactive
relations
to 1979. Perhaps tion has changed economic.
to become
Instead,
will and international When
growing
over the decade
the most important arguments
change
less technical of overall
from 1969
is that interacand specifically
application,
linkage are more common
good-
in 1979.
it comes to environment, we find that the trend from 195
HOLMQUIST
& JiiRGENSEN
CARLSiiii
specific settings was accompanied environment
by a less distinct
stress on
in the ads.
Discussion We have discussed trial culture
trial advertising positive
the relations
between
( in three broad themes) (in four variables).
correlation.
that changes
However,
in advertising of another
Our analysis
aspects
culture,
of industrial
be regarded correlation less
but
to claim in indus-
it is our purpose to point
explanation.
culture
on the indicator
If industrial
changes
in industrial
argues
relation
indicators
that
between
a higher
increasing
culture
degree
the increasing
amount
the same
before
changes
other
in industrial
society
by Hofstede
of collectivism, avoidance
related First,
may be
(1982), longer
who power
and increasing
in western society.
to the aspects
of industrial
collectivity
can be seen in
of institutional
type of ads, a collectivity power distances
from
of western
were signs of the seventies
culture seen in advertising?
avoidance
stem
are coming. advertising,
uncertainty
How are these trends
deliberately
in this study may
is changed
in the terms set forward
the number
of the
and could be seen as an early signal of
and the overall
masculinity
and
culture this may only mean that adver-
where and when changes
distance,
as mirror
advertising
put forward
advertising
tising is a forerunner,
analyzed
that
level may be high, but neverthe-
if both
source.
culture
suggest
as indicators of changes in the overall culture. The
meaningless
The
in induspoint to a
we do not intend
We do not here a priori look at advertising industrial
in indus-
is the cause of changes
trial culture or vice versa. Instead to the possibility
changes
and changes
advertising.
In this
is talking to the buyer. The longer
are not clearly seen, though the decrease
of persons
may indicate
is shown through formed
this. The
the stress of wholeness.
to sell whole systems,
ing the need for the buyer
thereby
to make decisions
Also, the stress on good-will and international give the impression
in
uncertainty Ads are decreas-
on his own. links serves to
of a whole system being sold.
Our idea of media as forerunner
means
that advertising
not per se a molder and not simply a mirror.
is
Instead,
adver-
tising could be the first sign of a coming main stream.
Media
people are most sensitive ing for changes.
Interaction
serve as an example. product-oriented
to trends and have a genuine
196
in practice
feel-
seller and buyer may
A market-oriented
view was observed
as early as in 1979 although exploited
between
view instead
in “Veckans
of a
Affarer”
this trend has not been fully
until quite recently.
If the role of the
ADVERTISING media,
especially
giving
the
rationalistic Our
is thus
(as material upon
we
advertising such
industry
it
and that
mirror
in
necessary
This
not
decline
phase.
It would
and
some
Firstly,
and industrial
values. There
is also
of society.
advertising
the
or an
for the media
in the initial
to be
a growing
to relate
a company stage,
autonomous
as a
in
awareness
our pilot
in
change in cultural of the
study
cultural
shows
over the last decade.
a change
We may argue
industrial advertising has a quite different function today
pared
to ten
another
years
decade.
advertising buyer
ago
For
indicates
that
has become
product
itself.
and
will
example,
still
or even
another
increase
the interaction
equally
Thirdly,
have
the
more
in our study
the
to be considered
is an obvious
Secondly,
cul-
per se. For industrial
tendencies
there
relate
culture
be possible
peak
distinguish
in industrial
then
to
to overall
parts
as a molder
studies.
field needs
only
we find it necessary
stage
should
culture
industrial
to function the
and
culture
to the life cycle of a product,
as a whole.
We can
advertising
culture.
industrial
as advertising,
(advertising)
that
as a less
attention.
are not homogeneous
role of media
factors
it means
as well
industrial
to overall
find
advertising
but also to stress
future
part,
of industrial
and empirical
Furthermore, industrial
that
changes)
as related
theoretical
media,
neutral
one.
be looked
ture,
is to be forerunner
a more
standpoint
indicators both
advertising,
media
AND CULTURE
comone
in
in institutional
between
seller
important
than
it seems
and
as if there
the
exists
a wide range of “subsubcultures ” within industrial culture. This clear
for the different
categories others
still
show
Taken
overall
one
levels
of the
difftcult an
than could
tendencies
may
in
parts
saw
type.
the that
parts
is first
seen
have
to do with
while
some
of the
On this midof the
of the subsubcultures. as a filter
all other
between
levels.
levels.
over-
Changes This
on
makes
it
“culture”. would an
The
like
to
increasing increase
“wholeness”
are sold.
argue
Some
1969,
the impact
at lower
affect
we
show
to consider
be pictured
to analyse We
of
of subcultures.
cultures/values
of this
increase
may
example
advertising.
in our analysis. pattern
as well as the impact
culture and
ments
three
on studies
level it is important
all culture
As
these
imposed
culture
used
general
tendencies.
together
Industrial
more
the
opposite
difficulties dle-range
categories
follow
is
of advertise-
be i.e.
a sign systems
of forerunner
shift
in advertisement. the fact that
institutional
number could
concept,
If the idea
a cultural
choose
is applied,
to wholeness This
it is easier
may
of an rather we
rather
than
to some
part
and faster
to change 197
HOLMQUIST the image
&JiiRGENSEN
as shown
organization tisement
to show
not
changes
signals,
In this article
we have
The
field
this
analyse
article.
understand
society occur
198
in scope, research
Still,
total
role
is
although may
research gain
Practical
thorough
di-
should
levels
of cul-
may
of the
role
on where
for practical
cul-
if we are to fully in
our
is essential
an approach
knowledge
also specif-
the field of industrial
marketing
marketing
importance
this
on cultural
understanding
for instance
is of utmost
from
and
is important of
one,
different
the role of marketing
here. -
on
on the concepts
research
advertising
the
on marketing more
ideas industrial
is a new
between
indicators.
Understanding -
tentative culture, further
elaborate
Further
the interplay
ture and industrial
forward
of ineffective
limited
where
culture
to further
ture and cultural
research
Though
is a field
of industrial
in this
ically
in advertising
and possible.
it necessary
scussed
some between
advertising.
indicates
necessary
makes
in the
use advertis-
be a sign
proposed
the interplay
and industrial
our study both
coming
the
adver-
adaptation
we could
trends could
expect
to changes.
how to understand culture
to the holds
since
to change
we may
prior
in an organization
adaptation
than
Consequently
If this reasoning
ing as warning but
in advertisements
as such.
organizations.
CARLSiiii
issues such also
society.
not only to as well as as that gain
of marketing and when marketing.
put
from
a in
trends
ADVERTISING
AND CULTURE
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Kihlberg,
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Studentlitteratur.
R., and I. Jonsson Vadsiigerannoruen? ing of Ads?)
Katz,
Elt siitt alt skapa nya problem?
Planning-
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E. and T. Szecskij,
(What
is the Mean-
Prisma.
(eds)
Mass Media and Social Change. Beverly
Hills:
Sage. I
199
a pilot
study
rhe
industrial
culture
changes
in industrial
Industrial
through
in wends
of a
The
ture.
cultures.
indicators
such
between
1969 and
systems,
from
to effectiveness. are discussed
We
argue
Instead, which
that
changes makes
changes
advertising
content
analysis
of national
culture
and
to
study
Changes
as changes
in industrial in industrial
~ and as a culture
were
advertising
and
material nature.
changes
culture
used
as a subsystem
to whole
efficiency
industrial
We
in Sweden.
is treated
of organizational
observed
parts
between
examined.
advertising
culture
metasystem
interplay
was
Relations
between
relations
between
may
be a mirror
might
of changes
culture
different
from
and
and
upon
from
industrial
indicators
or molder
be looked
in advertising
themes:
relations
overall
as are
not
in three
to interactive
media
in advertising
studies
1979 arc described
one-sided
of cul-
of changes.
as early
warnings,
as an indicator
of cultural
essential.
Marketing
theory
marketing.
was earlier
However,
increasing
interest,
based
industrial
and various
as industrial
marketing
(Kotler
&
Levy,
Snehota,
1976).
gained
theories of consumer
as well
have evolved during the last decades
1969;
Bagozzi,
cies have specialized
in industrial
mercial
There
marketing
culture.
on consumer has
At the same time,
advertising.
mostly
marketing
Hikansson
&
advertising
agen-
and non-com-
has evolved a specific industrial
One expression
trial print advertising
1975;
many advertising
of this is found in indus-
in media directed
towards
the indus-
try. The change
of the marketing
total change
of organizational
concept
is only a part of the
culture.
Organizational
ture, in turn, is only a subsystem ture.
Several
studies
have
cators of social change. frequently
ate changes organizational
marketing
marketing,
culture
of change
by profession
in cul-
perceptu-
we think that the interplay presented
in mass media, and
could be of research
interest.
Indus-
expressed
in mass
media
since mass media’s
interplay
with society as a whole
Journal oj’Management Studies.
and
February
been analyzed
1985
indicators
that marketers
at an early stage,
between industrial
0 1985 Scandinavian
indi-
Mass media is one of the indicators
in finding
ture. As we assume
terest,
social cul-
on finding
studied.
We are interested
trial
of the overall
concentrated
cul-
with
subcultures
such
in several
is of special
as organizational
studies
(Katz
culture
& Szecksii,
inhas
1981). 181
HOLMQUIS’I’
Our
& JiiRGENSEN
aim is to analyze
advertising
and
relevance
of future
play between and with
on mass for the
culture
is
and social
of the
a brief
change.
This
of studies
article.
The -
forward.
These
are
advertising
advertising,
discussed.
Finally
and for further
three
we propose
form
in
trends
to changes
in
The connections
and overall
some
the
changes
summary
compared
indicators
of
together
of industrial of
in a pilot study.
other
part
concept
presented then
culture
overview
on culture
are
industrial
the
on the inter-
industrial
indicators
culture
between
by giving
ideas
Different
industrial put
to further
We start overview
rest
to denote
in this field. advertising,
discussed.
industrial
We want
media
the following
basis
arc
research
culture.
between
culture.
we also want
industrial
overall
studies
the interplay
industrial
In this article
CARLSijij
ideas
culture
on the
are
relations
research.
Mass Media and Social Change Advertising
as a cultural
by several
authors
Swedish
setting
indicators.* the
of
interest
programme
sub-prqjects
between
been studied
Of special
research
the
relation
has recently
1981).
is a large
One
examines
indicator
(Berman,
of
the
advertising
in a
on cultural *
programme
and
changes
in
‘l‘his
rrsrarch
Indicatora: 1945-1975“.
society. sign,
The
project
leading
& Andrkn,
mass
media
single
way. kinds
tors, types discuss
and
of media
of media
different
on the social
causes
He proposes
change. of social
question
of media
relations
of the relationship
as agents
The
of the programme,
social
must
and
change
that
types
etc. If this is done,
between
cultural
or society
be broken
different
that as
can be answered
in
down
into
of society
sec-
then it is possible
structures
and
to
the struc-
ture of society. The
main
has been
interest
of the
the changes
and the relationsship on social arc
structure
needed
between
mass
develop
such aspects
time
Swedish
research types
have traditionally 182
research
in mass these
series
system
judgements
and
social
and
society,
time series
of mass
on the
media
relationsship
structure.
Attempts
sectors
of culture
for various
of social
programme
media
two. Various
on the value
making media
various Three
between and
when
Swedish
of values
structure
are
made
within
to and the
programme. of relationsship been
between
mentioned:
culture
and
startrd
catersthat
can
drscription
of changes
bol systtTl
society
“Cultural
programme Swedish in
Symbol 1976.
the proqramme is 10develop
of advertis-
on the subject
is not a question
of changes
as a cultural
1981).
an overview
the question one
advertising
( 1981), who is coordinator
Rosengrcn has presented
an agent
to hypotheses
ing (Nowak
between
reviews
The
be
usrd
‘l‘hr cultural
System aim
of
indi-
in a quantitative
in the Swedish
sym-
ADVERTISI_NG _ cultural _ culture _ social In
autonomy as influence structure
analyzing
structure, often
the
means
structure
value
few
connection
between
of value
is central.
orientation,
empirical
guidelines
in order
research
traditions
in this field.
(Shaw
& McCombs,
1980)
has specialized
1976).
is studied
been
the
and society. is one
social
etc,
i.e. a
conducted
theories
In spite Research
in the interplay
lic. Interplay
and
in this respect
opinion
to test
mass
culture Value
attitude, have
between
(materialism)
(Peterson,
studies
media
(idealism)
on culture
of level of abstraction
Very these
on social
as influence
the notion
question
AND CULTURE
along
of interplay
of this there on agenda
example
between
of studies
media
as to subjects,
exist setting that
and the pub-
attitudes
and
opin-
ions.
( 198 1) shows
Rosengren in four
theoretically
that
possible
time
series
data
relationships
can result
between
media
and society: Development Media IDEALISM Media
led by Both or neither
Society MATEKIALISM
as
Media
molders
INTERDEPENDECE Media as molders
as lag-
and mirrors
ging molders
Yes Similarity between media and society time series AUTONOMY No
Media
Figure 1. Relationship ture (Rosengren,
Rosengren
(1981) However, publication
of Advertising), analyzed
tising
and
society
Similar tisements
“I
over
annonsernas
“a review
to is
the title of a
spegel”
tradition
of one
the idea of linkage -
rela-
referred (In
the
as early as 1964. Kihlberg
advertising
a period
possible
of relation
As an examle,
published
the print
also reveals
one hundred
1970).
was
theoretically
type
as a mirror.
Mirror
newspaper
four
the main
Swedish
subtitle
nor molders
between mass media content and social struc-
suggests
the advertisement
(1964)
mirrors
198 1) .
tionships.
daily
as neithw
in a Swedish
hundred between
of changes
years.
The
adver-
of society
during
years”. ideas
arc also found
made
by literature
advertising
in content scientists
is regarded
analyses (Jonsson
as a mirror
of adver& Jonsson, of changes 183
HOLMQUIST
in taste
&JORGENSEN
and
Jonsson
social
(1970)
values.
CARLSijb
On the other
emphasize
body’s
art”
-
not
values,
but also create
that
only
Jonsson
advertisements
affect
them,
hand,
our
social
i.e. function
-
and
“every-
system
and
as both
our
mirror
and
molder. Nowak
and
And&
(1981)
tisements
as mirrors
but
a misleading
with
this, the mirror actively
agree
affects
society.
contributes changes
in print
social
have
aspects.
image
studied
advertising
changes
is a mirror
As a consequence
is not a passive
selected
to a misleading (1981)
that
have
of
one -
it
of a systemat-
Advertising
of reality.
the
content
they
of adver-
advertising
image.
The effect is the result
of certain
Andrtn
the subject
that
mirror
effect of advertising
ic reflection
The
and
discuss
thus
Nowak
and
relationship
between
and changes
in society.
analysed
arc material
as
well as immaterial. In
empirical
studies,
concentrated
material
changes
in the cultural and
tween
the material
some
degree.
become
more
structural similar effect
on
appeared reflection tive enough to
Although
change.
change
reinforces
the
status
quo.
we find
to development
people
though
their
percen-
might
at least
in society;
change was also
advertising.
have
a profes-
in traditional
findings
media
as
function
signs
three
roles.
of advertisments
development
the design
be a
old is not attrac-
of print
also
The
rather
of the material
could
are
(198 1) have influenced
To summarize
184
there
by a lag
Emancipation
same
a
did not find a
of women
advertising
but
reflects
older
the content
the
As far as this
few
still presented that
shows
In this sense,
of social
than
development
conclude
extent
like have
1981).
and growing
number
only to people,
the
directly
This
in advertising. the
are generally
The authors a certain
media
in
an increasing
sion, women
AndrCn
climate
Old people
to appear trace
the
and
be explained
even
has increased.
of the cultural structure.
structure
and
Very
advertisements
in be-
the authors
climate.
trends
well-situated
partly
as
have
A correlation
& Andrin,
could
cultural
tage of the population
linear
advertising where
and well
was found
classes
(Nowak
correlation
in the
in social
prestige,
have
They
rare in advertisements.
change
the
long-term
income
of changes
direct
as
of the country.
of social
is concerned,
types
society
of advertising of
higher
and more
social
Other
advertisements
between
Symbols
of change
between Swedish
development
to the
( 1981)
AndrCn
of advertisements.
of the content
references
hard
in climate
the content
development
kind
changes
the relationship
society
and
on the interplay
certain analyzed
Nowak
as an agent
that of
to social
advertising Nowak
and
of our pilot study. ways
of connecting
as molders,
media
ADVERTISING as mirrors
or media
AND CULTURE
as autonomous.
As was
discussed
above, none of these different views has so far been shown to be more relevant
than the others.
The Concept of Culture During ture
the last decades,
has
There
increased,
are
aspects
especially
are
the interest
especially
given
three
fields
attention.
behaviour
tevant,
1962) Secondly,
tural setting,
(Clegg,
ness people tance
research
was opened,
stede, 1980; Hickson Today,
runs a
brought
in behaviour
as well as of the impor-
of cross-cultural
& MacMillan,
field of
studies
(Hof-
1981).
awareness
in the sense mentioned
a
of busi-
A new organizational
that
cul-
to surface
the seventies
countries,
there is a growing
of culture
(1980),
as opposed
Thirdly,
differences.
& Stur-
in organizational
to Foucault
of the differences
in different
of these
(1971)
1975).
cultural
(Gladwin
tradition
of deep structure
awareness
the
anthropologists,
the study of different
is the structuralistic
structuring growing
the
setting.
following
theory. From Levi-Strauss
of culstudies.
in the field of understanding
in its specific
line of knowledge
in which
Firstly,
have made great contributions human
in the concept
in organizational
of the consequences
above.
In addition
to cul-
tural aspects on a macro level, we also find a trend of studies on cultural
aspects on a micro level. Here we find terms like
organizational shared
culture,
meanings,
organizational
special
language,
myths, rituals,
paradigms, etc.
to be of
interest. One
of the few definitions
“Culture
is the system
accepted
meanings
time.
This
interprets
system
of. .
operating of terms,
a people’s
of organizational such publicly
culture
is
and collectively
for a given group at a given forms,
categories,
own situation
and images
to themselves”
(Petti-
grew, 1979). One of the main factors cultural
underlying
the present
issues is the growing internationalization
tion and trade.
The
concept
understand
the non-material
immaterial
context
use of language,
includes
of culture
is used in trying to
world of organizations. transformations
to Pcttigrew
study of the creation Hofstede
(1982)
programming that culture
(1979)
and change
is nothing
vidual, instead
culture
cultures
on a macro level.
much would be gained by the
defines culture
of the people
This
of meanings,
myths and the like. Organizational
are more easy to follow than are cultures According
stress on of produc-
of organizational
cultures.
as “the collective
in an environment”.
that can be attributed
mental
He states to one indi-
is defined for a group of individuals. 185
HOLMQUIST
& JiiRGENSEN
Culture
is a rigid
ginally
and slowly.
structure. This
of cultural
values
imbedded
in practically
stede
(1980)
Changes
made
a study
dimensions
of culture:
ance
(the degree
Power
and Masculinity-Femininity Hofstede
(1980)
the cultural
differences
he expects zations. notice
these The
and
collective
and
He
describes
grammes,
several
ments.
A model
reservation used
for statements offering
First,
individualism wealth, waves, masculinity
dominating
is
industrial
Formation culture)
should
industrial
Hofstede
is reluctrends.
negatively
is increased
in such
on the increase
be
to
is fluctuating
an
increasing
culture
in (since
cultural
the nation(s),
and
and
on industry
on the basis earlier
as collectively inside
culture from
the interplay
and industrial
on the concepts
are found
Industrial
to be to “analyze
within
as discussed
values
zations.
being
a
to be
longer-term
correlate
advertising
be studied
Building
change
These
With
a period
avoidance to
stated print
of values
discussed. social
said
is put forth.
distance
now
pro-
or docu-
Culture
aim was earlier
between
power
mental
value.
Industrial Our
to
of
of speech
on
uncertaity
anxiety
studying
changes,
said
while
Second,
long-term 1965),
is
to
talks
programming.
too short
speculations
on organi-
(1980)
mental
of culture
on cultural
some
impact
analysis
covers
though
arc the hardest
Hofstcde of
is content
caring).
of also studying
(subcultures)
universal
his study
tantly
a situation.
ones.
for changes
that
decreasing
nations
methods
one of them
Avoid-
versus
characteristics
forceful
vital
of accept-
Uncertainty
a less penetrating
obvious
four
(the degree
the importance
the most
individual,
He sought
stresses
Hof-
Individualism-Collectivism
inside
to have
most
cultures.
(assertiveness
stresses
is
level.
of power),
of avoidance),
impact
Culture
on every
study
Distance
distribution
only mar-
or a society.
of national The
about
of the immense
a group
all institutions
in 40 countries.
of unequal
come
is so because
throughout
differences ance
CARLSiiii
culture”.
(i.e. industrial
of the theories
of culture,
values
in this article, shared
values
and outside
the subculture
and
we define on industry.
industrial
is also formed
just
organi-
as a subculture impulses
of
go to soci-
ety as a whole. Following
Hofstede
can exhibit mon
values”.
viewed studying accept 186
values
as
Nevertheless, an
the that
( 1980)) we agree in the strictest
we think
amalgamation formation
individuals,
sense
and small
that
only culture
each
culture
of dissimilarities. change groups
individuals
-
of cultures, and
is “commust So,
be
when
we must
subcultures
do
ADVERTISING
have
the capacity
priori
find
it necessary
rent groups
that
represent these
to achieve
sionals
For
One
way
changes
in industrial
Drawing
on
culture.
time,
from
industrial
as is culture imposed
1980) but we arc not interested
in
studies
culture
in space.
stede,
changes,
interested
seen there.
cross-cultural
that
of the difficulties in cultural
industrial
is to investigate
We are especially
aware trends
propose profcs-
between
culture
and the changes
we argue
over
we
consumers,
interplay
industrial
knowledge
countries,
changeable
the
and
the role of the media, tween
they may
bodies.
of studying
advertising
the diffe-
since
culture,
media,
we a
clearly
culture,
industrial
to be entrepreneurs,
Therefore,
very
the industrial
and legislative
change.
to distinguish
form
subcultures.
parts
overall
AND CULTURE
by such
bc-
might
be
We are quite
an approach
(Hof-
in the very long-term
rather
the
more
short-term
variations. As may be clear, culture
we do not assume
to be culture
often
discussed
advertising
forming
in
could
industrial
culture.
industrial
culture
trial advertising
this be
seen
could
part of the
per se. The role of the media
context.
From
any specific For
instance,
as a molder
these
be measured,
in industrial
and/or
standpoints,
mirror
of
we discuss
and
is
industrial how
the role of indus-
culture.
Changes in Industrial Culture As mentioned, -
the “collectively
i.e. industrial
and
culture
institutions
consumers, media.
In
advertising media. find,
even
studies prove
if we hold
to be of great
ambitious and
to look particularly
of industrial
it likely that
shared
-
are
organizations policies, economy products.
field -
that
in
may be hard
to
used in
1980) may well
by actors industry’
instance
most
outside
to concentrate
indicated strategies,
and
the
evident
like). -
over
inside -
time.
industry
collectively
by the
goals
trade
organization
Values
according
preference
industry
on a less
of comparison
within
in the consumer’s Values
shown
techniques
(Morgan,
be held
Values
policies are
culture,
normal
we prefer
(business
unions
industrial
for
at the role of
value.
may
of it.
entrepreneurs,
industrial
culture
cultures
namely
on industry
outside
study
of industrial
however,
method,
we
by people
bodies.
study
pilot
on industry” held
as media,
the
of organizational
Values
kinds
and
we choose
indicators
In this study,
values
and legislative
as an indicator
Other
shared
are formed
of various
professionals
In this study the
-
outside
by the
to classical
for certain
are also shown
set
types
of
in regula187
HOLMQUIST
& JhRGEKSEN
tions and laws, applying
CARLSiiii
to the industry.
values have a material
indicator.
and outside
industry
on “service”
tween buyer
and seller on the industrial
focus on changes industrial
in material
As is seen, most
For instance affect
conditions
the values in-
the relation market.
be-
We now
that have impact on
culture.
Drawing
from
administration, to be among
experience
during
within
the most important
strom & Adahl,
the
the seventies,
field
of business
we find the following
changes
in Sweden
(Berg-
1981).
- concentration of industry _ more business travel _ changes in the negotiation
position of buyers
_ industrial democracy _ emancipation by women _ amalgamation
of professional
-
computerization
-
lower investments
-
effectiveness
in long-term
assets
instead of efficiency
the role of industry
has changed
society, also in non-economic These
and private roles
trends,
of course,
to become
a vital part of
issues.
are only part of the total change,
but for this pilot study we used them as a starting each of the trends
mentioned
point. For
above the media might func-
tion as mirror or as molder. There
are other changes
ture, in a more indirect tions.
Changes
culture
that might affect industrial
way than we see in material
in the overall
culture,
of which
as a part, is vital. As industrial
culture
industrial
is a subcul-
ture of society as a whole we may well use Hofstedes four “speculative
cul-
condi-
(1980)
trends”:
_ collectivism - longer power distance - increasing uncertanty avoidance _ increasing masculinity. Another
source for changes
in overall culture,
to us, is trends in organization be a mirror, state
the
theory.
by itself it is a molder.
following
trends
Though
quite natural theory may
Berg and Daudi
in contemporary
(1982)
organization
theory: concerning
the character
of organizational
- from single and simple to multiple - from behaviour
images:
and complex
to action
- from instrumentalism to symbolism - from a mechanistic logic to a social rationality 188
images
ADVERTISING concerning
the character
or research
- from single level to multilevel - from narrowband
AND CULTURE
methodology:
analysis
to wideband
research
methods
- from fact finding to meaning
constructions.
Though
of changes
there is more evidence
theory
(Morgan,
point
to a study
1980;
Cummings,
of journal
in organizational
1982)
articles,
we just
want to
as this resembles
the
method used by us. Daft (1980)
analyzed
zational
He used two scales to clas-
analysis
over 20 years.
sify the articles. continued
He found a trend -
work
accompanied
towards
material
on changes
statistical
organizational
in industrial
of
language
models.
culture,
we see the
trends as well as the trends in overall culture and in
theory as indicators as Hofstede terms,
from 1969 to 1979 -
low variety
by more complex
To summarize
articles on organi-
of cultural
(1980)
the operationalization
lives. So we consider hardly
ever
be
giving
Changes
in culture,
in quite broad
examples
in our daily
culture as such to be something
measured
studies and in studies we measure
changes.
shows, are best described
culture.
per
drawing
se.
Only
that can
in comparative
on lower level analysis
may
In this sense we are trying in this pre-
liminary
study to understand
studying
indicators
the phenomenon
of that culture:
of culture by
advertising
and indus-
trial trends. However, tioned.
we find it useful to summarize
If we consider
in overall culture
the development
changes
mentioned
can be summarized.
look two themes
pattern
and interdependence.
of tota@
ture of professional
and private
we see a
For example
the mix-
instead
is
of efficiency.
the
more inclusive, each
trend
to
Effectiveness
values on goal fullilment
If people
this has an effect on industrial
consider
is the wider
culture.
effectiveness term,
will show signs of consideration
or total, evaluations
of the trends
that we can no
roles of people.
at work -
the values they hold and thus influences example
but if
seem evident:
roles means
look at the working
their total lives -
Another
and
The material
may at first glance seem disparate,
we take a closer
consider
conditions
as in theory to try to find some underlying
themes,
longer just
the trends men-
the trends in material
presented
of economic
we could
argue
thus to
issues. For in the same
way, i.e. that the themes of totality and interdependence
are
underlying. Totality
and interdependence,
to see as such.
We
however,
accordingly
effects of this kind of values,
choose
are not very easy to point
to some
on a somewhat
more opera-
tional level. As we in the pilot study primarily
focus on the
relation
between
buyer and seller and the way products
are 189
HOLMQUIS’I’ valued,
we find
dependence -
& JiiRGENSEN
CARLSijij
the following
aspects
from parts
to whole
to interactive
- from efficiency
to effectiveness.
these
industrial tions,
and
inter-
systems
- from one-sided
Using
of totality
to be of interest:
trends
as a summarized
culture,
as indicated
we now move
indicator
before:
list of the changes
by material
to take a closer
of industrial
mentioned
relations
culture,
industrial
and other
look at another
namely
that
in
condipossible
part
of media
advertising.
Changes in Industrial Advertising As we have social
shown
change
earlier,
the status
of media
the
common
most
media
is not
culture.
The
der tives,
holds
the
a third
idea
to mirror
another
idea
is that
media
it necessary
that
stated
the media
is the mol-
The
Advertisements
view
these
that
in different
is in a true
the
through most
perspec-
media
might
situations.
sense
underlying
Still
autonomous.
patterns
of cor-
of these.
earlier,
trends.
the
to analyze
and the causes
As was
Perhaps
is formed
between
poses
molder
cultural
but
interdependence
from
relations
and
i.e. culture created by media. Of course,
change We think
of social values.
of culture
idea
media
as to how to describe
of media as mirror, i.e.
is that
former
opposing
see and
idea
on mass
alternatives
in the formation
the
of culture,
theories
the literature
gives several
industrial
same
reflect
goes
and/or
trends
arc indicators
for industrial
create
of
advertising.
industrial
culture,
we
propose. Industrial may
advertising
bc measured
is in the other
form
according tween see
may
as indicator and/or
apply.
to the same
of industrial
quantitatively.
part
As print
pictures, We
of industrial
used
to select
variables
culture
trends.
buyer
and the way products
and seller
changes
in
these
This
respects
we
culture
advertising
techniques
choose
we summarized
aspects -
of text
contexts
when
quite
part
as we chose
is the relation arc valued.
consider
in
the
beTo
following
of advertisements:
layout
- person
variables
- interactions -
environment
The layout, the
seller
ables, 190
for
for instance wants instance
type of illustrations,
to picture
the
occupations
product. shown,
is a sign of how The reflect
person values
varion
ADVERTISING
product
USC. Interaction,
shows
part
ment,
for instance
products
between
background,
and relations
interested where
as person
of relations
reader
follow
interaction,
and
shows
in what
seller.
Environperspective
are only examples,
up by studying
classifications
CULTURE
product
buyer
are set. These
could
the different
-
AND
the
the appendix
are shown.
Relations between Industrial Culture and Industrial Advertising Now and
we have social
changes
presented
change
and
conditions
and
of culture.
in other
how
So we have possible
to
and
changes
in values
seen
it is not
correlation.
over
indicators?
our
to find
such a connection. systematic
we present
ideas
future
-
on how such
move
we will
themes, shown
to find
summarizing
The method tisements
of such
a
to see if there
is
the relevance
of this field. Though could
be designed
we
in full.
of the pilot
study.
is any
sign
culture,
in
In this
of the the
three
changes
A4ethod
a Swedish
advertising, market.
As discussed, on four types
we decided
between
background).
The
themes
selected
number
buyer
variables
Among a
to enable
the
Swedish
periodical
towards
the
advertisements
of persons, between
and
changes
on advertising,
of adver-
representing
oriented
to analyze
variables
of the
analysis
magazine,
Lay-out (e.g. illustration,
of variables;
Znteruction (e.g. relations
relations
is a content
business i.e. advertising
Person variables (e.g.
chose
direction want
study
to
be remembered
to investigate
if there
used in this study in
industrial
studies
Is it
in industrial
the phenomenon
industrial
industrial
rent
we
in our study.
The Pilot Study -
age),
the
a study
to a description
try
question:
a period
we just
do not here aim to understand We now
section advertising
in any way correlated
out
study
-
last
It must
We also want
of a more
In the
in industrial
changes
by other aim
discussed
as seen in material
to a specific
changes
In this pilot
also
media
orientations.
down
are these
of mass
We have culture,
changes
narrowed
XC any
advertising
theory
indicators.
to measure
to get hold of changes
study
the
in the field of industrial
discussed
that
briefly
culture
seller)
were
and
sex,
product,
Environment (e.g.
and
chosen
to match
the diffe-
in industrial
culture.
We also
some
sort
and social
business called
colour),
occupation,
person
the
of comparison change
magazines
“Veckans
available,
Affarer”
with
in general. we
(Business 191
HOLMQUIST
Weekly).
& JiiRGENSEN
According
particular reaches
to statistics
periodical
ness magazines
on the periodical
has the largest
in Sweden.
45,000
particular
CARLSiiii
readers.
periodical
circulation
It is a weekly
Another
reason
is that the editorial
magazine
and
for choosing
this
policy and leader-
ship have been relatively
consistent
in this study. The readers
are mostly managers,
and
marketing
managers
press this of all busi-
over the years covered
within
industry
economists
and
the
retail
business. To enable
comparison
over time we generated
the study from two different
periods.
One
data for
period
was the
second half of 1969 and the other period was the second half of 1979.
The
different
industrial
two periods
line on industrial
were selected
climates culture.
according
to represent
two
to our previous
out-
It is evidently
of a decade,
retrospective
thinking
consequently
1969 etc are quite common
so that at the turn
is more common,
and
years for compari-
sons. We started
by going through
divided the advertisements
all advertisements,
_ office equipment _ industrial products - travel companies, hotels, conference -
company
then we
into the following groups:
facilities
services
- press, media, communication _ institutional advertising The number
of ads during the second half of 1969 was 512.
The number
of ads during the second half of 1979 was 502.
The two periods showed different
distributions
order to ensure a just comparison we included
all full-page
each period
for the years
study full-page
1969 and
ads as these contain
and the like, than do smaller analysis.
From
sample
each group
concern
the advertisement
of text and illustration analysis.
All variables
as present
refer to concrete few variables
a
adver-
The variables
in its entirety.
Most
to a greater we carried
for the
and thus are
of the variables
of the advertisement
of coding,
The com-
is thus the object
or not present.
features
ensure control
mentioned.
are dichotomous
need interpretation
analysis ourselves. 192
content
we selected
we used a coding sheet con-
mainly
further
text,
from 1969 and 76 from 1979.
the four types of variables
classified
to
more illustration,
a total of 95 full-page
taining
content
in
1979. We preferred
ads, which facilitates
To guide the data-collection,
bination
the two periods, in the analysis
of advertisement
of 30 %. We analysed
tisements
between
advertisements
of ad size. In
and only a degree.
To
out the content
ADVERTISING
The Pilot StudyFor a description is referred The
AND CULTURE
Results
of numerical
results
the interested
reader
to the appendix.
total
number
the second
of industrial
advertisements
found
half of 1969 (512) and in the second
(502) were distributed
among
different
categories
as follows: 1979
1969 Office
equipment
Industrial Travel
products companies,
hotels,
Press,
25% 17%
16%
20%
16%
15%
5%
8%
100%
100%
communication
Institutional
15%
31% 12%
services
media,
20% conference
facilities Company
in
half of 1979
advertising
Table 1: Categories of advertisements. The distribution
of different
ad sizes was as follows:
Half-page Full-page Double-page
1969
1979
17%
30%
63%
48%
20% ____ 100%
or more
22%
~
100%
Table 2: Ad sizes. The
result
of 30%
of the content
of each group
institutional
advertisements)
As noted
in Table
for office
equipment
A trend
in the
ments
for
list.
In the study
The
number
has
increased
decreased. tional
was
company that the
than
50%
of half-page
and
while
the
software
has decreased. in advertise-
and
hardware
institutional
advertising
was
on the top of the ranking type
has
been
double-page
amount
It can also be noted in
service
latter
there
(excluding of time.
found
of advertisements
of all industrial
that
the sample
of advertisement
direction
advertising
shows
is accentuated
number products
1979 period, to more
upon
industrial
indicates
by software
amounted The
1, the relative and etc,
This
is based
advertisements
for each period
opposite
travel
advertising. replaced
analysis
of full-page
of
ads.
a shift
in ad size.
advertisements full-page
that the shift to larger advertising,
especially
ads
has
ad size institu-
advertising. 193
HOLMQUIST
There
&JORGENSEN
has
amount
been
a change
of colour
towards
advertisements.
ous for software institutional
CARLSiiii
advertising
advertising,
a greater
This
such
trend
is most
as company
obvi-
services
and is accentuated
Lay-out
relative and
in double-page
ads. It is possible Illustrations
that colour used
is used to attract
as an attraction
1979 as in 1969. Illustrations the study
shows
of drawings.
illustration
According
to our
findings,
has changed
ads
illlustrated
have
never the
ads
seen
are present
mostly
young,
and
industrial change
that
become
more
When
mature
persons
arc used
mostly
become The
the
on some
Where The
change
to
industrial
more
in industrial
are
the
in only
the man
has
what
are their
were
rarely
have become however,
that in
or task-role
has
of occupation man
the product also
them
Neither
found was
were pres-
has become
that
between
between
also
product
and a person
showed
balance
was and
there
product person,
has and
nor
more been
a
man
in
product
is
found
for the
1979 period.
and
machine
has evolved
man
advertising.
way
of interacting
with
a lot. Informality
year
-
showed,
the link between study
a balance
changed
that
their occupation
in the illustrations
Instead,
was
and
occupations
between
advertising.
dominating
The
Male
kind
both
ent in illustration, obvious.
a man,
illustrations
The study
interaction
examined.
few women.
in 1969, they
obvious.
stress
when
very
in illustrations
men are present,
more
Women
advertising
ads.
in both of the periods.
ads where
of
true in 1979. A person
occupation
as a total.
Person Variables
amount
sharply.
show
in the study
Female
less common
ten
still
in many
in
in industrial
The
in industrial
in illustration
is still
was found
occupations?
aspects.
this still holds
advertising
and
in favour
an increase
has decreased
of all categories
women
has declined,
the role of man
frequently
When
in
ads.
in several
by persons been
attention.
less popular
has showed
ads as well as software
advertising
found
became
more
not as common
on the whole
pictures
Drawn
hardware
and
that
were
period.
The
the
prospective
buyer
has
has grown
remarkably
during
the
study
also
showed
seller-buyer
have
become
more
was most
often
referred
to in 1979, and the task of the buyer
was stressed. situation obvious
was
almost
never mutual
1969, when
presented.
This
has increased
a category
tasks
The study
A cooperative
from
advertising,
to stress
and buyer.
interaction 194
is a change
in software
a tendency seller
This
clear.
that
relations
somewhat
the buying
trend
which
in the interaction
indicates
relation
is most
also shows between
that problem-oriented while
product-oriented
Interaction
ADVERTISING
interaction This
AND
CULTURE
has decreased.
tendency
is accentuated
used in the ads. Technical arguments
by the kind of arguments
arguments
of application
show a decline,
while
more frequent.
This
have become
trend was most obvious in software advertisement. Economy, tions
good-will,
are other
monly
The change categories.
and international
that
used in industrial
prestige and esthethic Environment
novelty
arguments
have
advertising.
connec-
more
Arguments
com-
such
as
values have declined in importance.
is that environment
This
become
is less often used in most
trend is less obvious
in software
advertise-
ments.
Changes in Industrial Advertising Compared to Changes in Industrial Culture We have already
discussed
cators of industrial
theory. The argument seen as emanating changes.
the main
culture,
trends
was that different
indicators
from the same industrial
We identified
in other
indi-
such as trends in organizational could be
culture
three themes of particular
and its
interest
- from parts to whole systems - from one-sided
to interactive
- from efficiency
to effectiveness.
Relating
these aspects
to our four aspects
that the lay-out has changed ourful towards
lay-out
stresses
When towards decreased,
The
the whole
situation,
person variables
whole systems.
The
number
but when persons in a function.
whole idea-system
can
we
see
trend
is “sold”.
This
ideas, software
by drawings.
a trend
in ads has
they are distinc-
systems
parts of production.
or company whereas
well be represented has increased.
trends
and wider
of persons
are present, The
lower degree of ads picturing sons less obvious,
and
relation
can be noticed.
considering
placed
and col-
size of ads has changed
a new type of more interactive
aspects of efficiency
of ads, we find
to a more illustrative
type of advertisement.
too. The
tively
relations
implies
a
Instead,
a
makes per-
and the like may
The number
of drawings
We also notice that persons are more interac-
tive in their approach
to ads on the whole.
When it comes to interactions, we find that there is a stress on interactive
relations
to 1979. Perhaps tion has changed economic.
to become
Instead,
will and international When
growing
over the decade
the most important arguments
change
less technical of overall
from 1969
is that interacand specifically
application,
linkage are more common
good-
in 1979.
it comes to environment, we find that the trend from 195
HOLMQUIST
& JiiRGENSEN
CARLSiiii
specific settings was accompanied environment
by a less distinct
stress on
in the ads.
Discussion We have discussed trial culture
trial advertising positive
the relations
between
( in three broad themes) (in four variables).
correlation.
that changes
However,
in advertising of another
Our analysis
aspects
culture,
of industrial
be regarded correlation less
but
to claim in indus-
it is our purpose to point
explanation.
culture
on the indicator
If industrial
changes
in industrial
argues
relation
indicators
that
between
a higher
increasing
culture
degree
the increasing
amount
the same
before
changes
other
in industrial
society
by Hofstede
of collectivism, avoidance
related First,
may be
(1982), longer
who power
and increasing
in western society.
to the aspects
of industrial
collectivity
can be seen in
of institutional
type of ads, a collectivity power distances
from
of western
were signs of the seventies
culture seen in advertising?
avoidance
stem
are coming. advertising,
uncertainty
How are these trends
deliberately
in this study may
is changed
in the terms set forward
the number
of the
and could be seen as an early signal of
and the overall
masculinity
and
culture this may only mean that adver-
where and when changes
distance,
as mirror
advertising
put forward
advertising
tising is a forerunner,
analyzed
that
level may be high, but neverthe-
if both
source.
culture
suggest
as indicators of changes in the overall culture. The
meaningless
The
in induspoint to a
we do not intend
We do not here a priori look at advertising industrial
in indus-
is the cause of changes
trial culture or vice versa. Instead to the possibility
changes
and changes
advertising.
In this
is talking to the buyer. The longer
are not clearly seen, though the decrease
of persons
may indicate
is shown through formed
this. The
the stress of wholeness.
to sell whole systems,
ing the need for the buyer
thereby
to make decisions
Also, the stress on good-will and international give the impression
in
uncertainty Ads are decreas-
on his own. links serves to
of a whole system being sold.
Our idea of media as forerunner
means
that advertising
not per se a molder and not simply a mirror.
is
Instead,
adver-
tising could be the first sign of a coming main stream.
Media
people are most sensitive ing for changes.
Interaction
serve as an example. product-oriented
to trends and have a genuine
196
in practice
feel-
seller and buyer may
A market-oriented
view was observed
as early as in 1979 although exploited
between
view instead
in “Veckans
of a
Affarer”
this trend has not been fully
until quite recently.
If the role of the
ADVERTISING media,
especially
giving
the
rationalistic Our
is thus
(as material upon
we
advertising such
industry
it
and that
mirror
in
necessary
This
not
decline
phase.
It would
and
some
Firstly,
and industrial
values. There
is also
of society.
advertising
the
or an
for the media
in the initial
to be
a growing
to relate
a company stage,
autonomous
as a
in
awareness
our pilot
in
change in cultural of the
study
cultural
shows
over the last decade.
a change
We may argue
industrial advertising has a quite different function today
pared
to ten
another
years
decade.
advertising buyer
ago
For
indicates
that
has become
product
itself.
and
will
example,
still
or even
another
increase
the interaction
equally
Thirdly,
have
the
more
in our study
the
to be considered
is an obvious
Secondly,
cul-
per se. For industrial
tendencies
there
relate
culture
be possible
peak
distinguish
in industrial
then
to
to overall
parts
as a molder
studies.
field needs
only
we find it necessary
stage
should
culture
industrial
to function the
and
culture
to the life cycle of a product,
as a whole.
We can
advertising
culture.
industrial
as advertising,
(advertising)
that
as a less
attention.
are not homogeneous
role of media
factors
it means
as well
industrial
to overall
find
advertising
but also to stress
future
part,
of industrial
and empirical
Furthermore, industrial
that
changes)
as related
theoretical
media,
neutral
one.
be looked
ture,
is to be forerunner
a more
standpoint
indicators both
advertising,
media
AND CULTURE
comone
in
in institutional
between
seller
important
than
it seems
and
as if there
the
exists
a wide range of “subsubcultures ” within industrial culture. This clear
for the different
categories others
still
show
Taken
overall
one
levels
of the
difftcult an
than could
tendencies
may
in
parts
saw
type.
the that
parts
is first
seen
have
to do with
while
some
of the
On this midof the
of the subsubcultures. as a filter
all other
between
levels.
levels.
over-
Changes This
on
makes
it
“culture”. would an
The
like
to
increasing increase
“wholeness”
are sold.
argue
Some
1969,
the impact
at lower
affect
we
show
to consider
be pictured
to analyse We
of
of subcultures.
cultures/values
of this
increase
may
example
advertising.
in our analysis. pattern
as well as the impact
culture and
ments
three
on studies
level it is important
all culture
As
these
imposed
culture
used
general
tendencies.
together
Industrial
more
the
opposite
difficulties dle-range
categories
follow
is
of advertise-
be i.e.
a sign systems
of forerunner
shift
in advertisement. the fact that
institutional
number could
concept,
If the idea
a cultural
choose
is applied,
to wholeness This
it is easier
may
of an rather we
rather
than
to some
part
and faster
to change 197
HOLMQUIST the image
&JiiRGENSEN
as shown
organization tisement
to show
not
changes
signals,
In this article
we have
The
field
this
analyse
article.
understand
society occur
198
in scope, research
Still,
total
role
is
although may
research gain
Practical
thorough
di-
should
levels
of cul-
may
of the
role
on where
for practical
cul-
if we are to fully in
our
is essential
an approach
knowledge
also specif-
the field of industrial
marketing
marketing
importance
this
on cultural
understanding
for instance
is of utmost
from
and
is important of
one,
different
the role of marketing
here. -
on
on the concepts
research
advertising
the
on marketing more
ideas industrial
is a new
between
indicators.
Understanding -
tentative culture, further
elaborate
Further
the interplay
ture and industrial
forward
of ineffective
limited
where
culture
to further
ture and cultural
research
Though
is a field
of industrial
in this
ically
in advertising
and possible.
it necessary
scussed
some between
advertising.
indicates
necessary
makes
in the
use advertis-
be a sign
proposed
the interplay
and industrial
our study both
coming
the
adver-
adaptation
we could
trends could
expect
to changes.
how to understand culture
to the holds
since
to change
we may
prior
in an organization
adaptation
than
Consequently
If this reasoning
ing as warning but
in advertisements
as such.
organizations.
CARLSiiii
issues such also
society.
not only to as well as as that gain
of marketing and when marketing.
put
from
a in
trends
ADVERTISING
AND CULTURE
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