Business Studies Essay Paper on Consumption Symbols as Carriers of Culture

The Japanese and American consumers have different view on the cultural meanings of the Softbank ads relating to brand personality and ads. The portrayal of different cultures relates to the encompassing structures connected to the nationality and relates to the individuals behavior. The American culture is different from that of the Japanese and thus, making the experience and conceptualization of the Softbank ads differently (Zelizer, 2010). The Softbank ads are viewed differently due to the impact of cultural meaning and individual psychological tendencies.  In the United States, the examination of the brand personality attributes draws different meaning of the ads.  Most Americans perceives brand personality attributes in terms of five different personality perspectives. The five personality brands include the following sincerity, excitement, competence, sophistication, and ruggedness (de Mooij & Hofstede, 2011).

The basic tendencies of the cultural meanings apply both the inspirational images related to the American individualism. The personality attributes associated with the American view on the commercial brands are more specific than the Japanese view that is more generalized. This provides necessary insights on the level of cultural meanings of the American and Japanese   context. The launch of the Shirato Family commercial series led to the rise of Softbank in Japan. The Japanese people loved the Otoson ads as it has topped the polls for many years promoting the brand of the company. There is no any other series of ads in Japan that has ever gained that level of popularity as gained by Otoson ads. Apart from the increases cultural acceptance, it has enhanced cost effectiveness for the campaigns.  The Softbank ads of the company gained cultural acceptance in Japan because the dog is the most favorite animals among 60 per cent of the people.  When a person saw the ad campaign of Softbank, they felt the desire and urge to buy their products.  Therefore, the Americans and Japanese have different cultural understanding and meaning of the Softbank ads.

In the United States markets, the Softbank should adapt the ‘White Family’ ads and brand personality by targeting the social media marketing campaigns. It should develop a series of white family ads in the U.S as it promotes the acceptance of the brand in the United States market.  The culture of the Americans is defined by the social media acceptance and sustainability approach of understanding the brand personalities (Aaker, Garolera & Benet-Martinez, 2001). The production of the commercial ads with dogs makes the latest plans in advertising the mobile products cheaply. The ads were appropriate in promoting showing a better idea of the nature of product brands.  The current attitudes of consumers towards consumption focus on new sustainable approaches in the industry. I would recommend for implementing sustainable and environmental friendly approaches in developing a lasting relationship with the customers.

Both in Japan and America, the consumers were focused in a more sustainable approach and direction. Based on the case above, it is clear the cultural meanings of the ads changes from location to another. For example, the brand perception among the Americans is different from that of the Japanese. However, a sustainable approach towards the commercial ads is popular in all countries due to its ability to meet the individual consumer needs. It is important to develop sustainable social media campaigns in United States (Lin & Huang, 2012). This forms a relevant strategic focus towards increasing the popularity of Softbank in the American markets.


 Aaker, L. J.,  Garolera, J., & Benet-Martinez, V. (2001). Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs.  Journal of Personality and Social Psychology, 81(3), 492-508.

de Mooij, M., & Hofstede, G. (2011). Cross-cultural consumer behavior: A review of research findings. Journal of International Consumer Marketing, 23(3-4), 181-192.

Lin, Y. C., & Huang, P. W. (2012). Effects of the big five brand personality dimensions on repurchase intentions: Using branded coffee chains as examples. Journal of Foodservice Business Research, 15(1), 1-18.

Zelizer, V. (2010). 15 Culture and consumption. The Handbook of Economic Sociology, 2(2) 331.