Cultural Aspects of Marketing and Advertising

"The culture of a society consists of the language, common attitudes, beliefs, ways of living and acting that are passed on from one generation to another by means of social agencies and institutions such as the government, the family, peer groups, schools, religious institutions, universities, workplaces, the police and the media" (Wright, R. 2000).

Culture is one of the most important aspects for marketers and advertisers to consider when delivering a product or service to an audience as it determines the "overall priorities he or she attaches to different activities and products. It also determines the success or failure of specific products and services" (Solomon).

Greece has been chosen as my topic of research for this posting as I have a special interest in the country as a whole and also the cultures, traditions, characteristics and people that can be associated with the country, as a result of choosing it as a holiday destination for many years and also having the fantastic opportunity to work in a popular resort on one of the Islands.

Greece is a country that possesses many diverse cultures, all of which are influenced by their location. Although the underlying characteristics appear to be similar, as displayed in the box office hit; My Big Fat Greek Wedding which strongly gives the impression that the Greeks are very proud of their country - they are very proud to be Greek, and are set in their ways about how each member of the Greek community should live their lives i.e. women should get married...to a Greek, have Greek babies, and feed everyone, whereas the Greek men play a very different role in the way that they spend a lot of time away from home earning a living and very much play the dominant figure. In many cases this is the way many Greeks live and it is also interesting to see that even though the film is based in America, the characteristics are still very much prevalent although each different community has it's own special characteristics that make it unique from other parts of Greece.

"Greeks from the mainland and the Greek Islands, are particularly proud of their culture and country and speak of them with intense passion feeling that their culture is a definition of their national and ethnic belonging. Traditions, music, religion, language, food and wines are the major composites of the Greece culture and constitute the base for those to visit the beautiful country" (Greeka.com).

Here is a video explaining some of the reasons behind why the Greeks are proud to be Greek!

The Greeks are considered to be deeply religious and take great pride in celebrating the many traditions up to this day. The main religion throughout the country is Christianity, but is also one of the only countries left that still has its own Orthodox religion. They are seen to be very superstitious although the characteristics of these vary greatly even amongst different villages. In many areas, but mainly by the elderly women, bread is seen to be a gift of God and to celebrate this the women cut the sign of the cross into the bread before cutting it. Many Greeks believe that someone can catch the evil eye (Matiasma) from another person's jealous compliment or envy. If a person is believed to have "caught" this, they will feel both physical and psychological pain. In order to avoid this, many Greeks wear a blue bracelet with a glass pendant with an eye painted on it as blue is the colour that is seen to ward off evil.

As mentioned above, the Greeks love to celebrate traditional festivities which often involves large parties. They have celebrations that we do not have in the UK such as Name Day celebrations which are perceived to be more important that birthdays. This is due to the fact that many Greeks owe their name to a religious saint that is worshipped in the church. Celebrations take place on a given day every year all over Greece and friends and family visit without invitation to offer their wishes as well as small presents, and are offered in return pastries, sweets and hors d'oeuvres provided by the hostess of the house.

Easter is one of the most highly celebrated traditions throughout the whole of Greece, even more so that Christmas. It is seen as a celebration that involves the whole community with everyone attending church on Easter Saturday (Megalo Savvato) during the night, followed by a feast enjoyued by the whole family. Easter Sunday is celebrated with friends and family with a spit-roast lamb, various traditional Greek appetizers and lots of wine and ouzo, followed by dancing and celebrations into the night! Godparents have a hightened role at Easter time also as they traditionally buy new shoes, clothes and a candle for the children. The women also dye eggs in red.

Greek Music

The Greeks love music which fits in with their love of celebrations and partying - they are always up for a good time! The traditional music styles vary greatly amongst each community with each area or island having different instruments and specific dances. The popular music is widespread and has a pop/R&B feel to it and is also very catchy...have to say it made me feel very nostalgic listening to all the music again, thoughts of sun, sea and sand come to mind! Below are a few examples of the popular music that was in the charts in 2008...enjoy!

Greece is a very popular destination for film directors to base their films, the most recent and highly successful one being Mamma Mia, set on the islands of Skopelos and Skiathos.

The 2001 box office hit Captain Corelli's Mandolin starring Nicholas Cage and Penelope Cruz was also filmed in Greece on the beautiul island of Kefalonia.

Greek Adverts

I have found two good examples of Greek television advertising, one for ice cream and the second for a traditional Greek drink, Ouzo. They are both set in traditional Greek locations - the first one on the sea front with a small kiosk selling snacks...a regular sight throughout Greece. The second is on a boat in the ocean, demonstrating a picturesque Greek scene, one that is associated with the laid back, summer lifestyle of the Greeks.

The Greeks are a very competitive nation, and have the fighting spirit that encourages them to beat the best and win whatever they may be doing. They are very keen football fans, following teams such as Olympiacos and Panathiaikos, as well as following many international teams. They also take part in many international competitions including the eurovision song contest...have a listen to their very popular song from 2008!