Intercultural communication

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Contrastive analyse of Olympics Games ads

Intercultural Communication

Eléonore Thieleke - 24292246Aine Ní Mhaoláin Ní Chatháin - 22393996

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In the context of our intercultural module, our team is glad to propose to you a contrastive analysis of two ads linked to the Olympis games :

• One for the Beijing Olympics,
• And one representing the United states team.

Introduction

A little bit of context : The Chinese ad for the 2008 summer Olympic Games was created by TBWA, an ad agency based in Shanghai, for their client Adidas. The creative directors are Chinese as well. For the “Got Milk ?” ad, it’s a campaign produced by the agency Goodby Silverstein and Partners, based in San Francisco. It was produced in 2012.The purpose of these two ads is to show their strength through national ads.

Screenshots and References

History of politics

U.S.A ad

Physical appearance

U.S competition

Chinese ad

Index

In his book The hidden Dimension, E.T. Hall [11] has shown the link between your use of the space and the culture. He came up with four spatial zones, from public to intimate. Even if in both ads there is quite a proximity between athletes, the Chinese one is definitely giving at first sight a feeling of extreme proximity from our occidental eye.

In the Chinese ad, we can see that there is no distance between each of the characters. Whether the athletes or the citizens, who are literally forming a human pyramid to support their athletes. Here the use of the interpersonal space is really about a certain proximity, they are all touching each other, and it’s basically their purpose as they try to form the most stable pyramid possible for their Olympic team.

Let's have a look at the creation of this ad :

+ on Hall Model

Quick presentation of the Chinese ad

Quick presentation of the Chinese ad

Much like the terracotta warriors—crafted to protect Emperor Qin Shi Huang in the afterlife—the athletes in the Adidas ad embody the concept of collective strength, national pride, and shared aspirations. This parallel underscores the broader cultural understanding of unity and loyalty as integral to success, a concept deeply ingrained in Chinese traditions and history.

The Chinese term 集体主义 (jítǐ zhǔyì) reflects cultural values of unity and shared purpose. 集 (jí), meaning "gathering," evokes natural cooperation, while 体 (tǐ), meaning "body," symbolizes individuals forming a whole. This aligns with Confucian ideals of collective strength, mirrored in the Adidas ad, where athletes and the crowd represent national pride and shared aspirations, emphasizing harmony and loyalty as keys to success.

The symbolic representation in the ad closely mirrors the imagery from the Museum of Qin Terra-cotta Warriors and Horses, where thousands of life-sized figures stand together as part of a unified force, each contributing to the strength and success of the whole.

What about the creation of this one ?

Quick presentation of the U.S.A ad

In the United States ads all the athletes are shown in their official sports outfit, which has the effect of showing the muscle (in the figurative sense but also in the literal sense). It’s a way to show national pride.

In the Chinese one they have a sport set, it’s less obvious, we more have the impression of a strong group cohesion than strong individuals. Their strenght come from this element whether Northern Americans prefers shows what they have of best in the country.

Comparison

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A representation of U.S. competition state of mind

The "Got Milk?" ad aligns with the low-context nature of American communication. It uses direct, explicit messaging with a clear and simple tagline: "Eat the competition for breakfast." , further underscores the USA’s masculinity dimension, which places significant value on ambition, competition, and personal goals.[4] . As Alexis de Tocqueville observed in his seminal work Democracy in America, “The American lives in a land of wonders, in which everything is in constant motion and every change seems an improvement.” [3]

High or low context ?

In Beyond Culture [1], the author explains how different cultures rely on context to varying degrees in communication, with some cultures embedding meaning in the environment or relationships (high context) and others emphasising explicit verbal expressions (low context). These two types of communication are reflected in many areas of a given culture, and they are especially apparent in advertisements from different countries. The "Got Milk?" advertisement from the USA and the Adidas "Impossible is Nothing" advertisement from China vividly illustrate these contrasting communication styles and their cultural underpinnings.

High and low context cultures [8]

Cultural dimension evaulation of China and the USA [2]

Country comparison tool - the culture factory

In contrast, the Adidas "Impossible is Nothing" advertisement reflects the high-context communication style associated with Chinese culture. Instead of focusing on specific individuals, the ad depicts a unified team of male and female athletes standing atop a symbolic pedestal formed by a mass of supporting people. This imagery conveys the interconnectedness of individual and collective success, a message deeply rooted in China’s quite high Collectivism score in Hofstede’s framework. Hofstede describes collectivist societies as those “in which people from birth onward are integrated into strong, cohesive in-groups, which throughout people’s lifetimes continue to protect them in exchange for unquestioning loyalty” [5].

The ad relies heavily on symbolic representation—the athletes embody national pride and collective effort, while the crowd symbolises the nation’s support and shared aspirations for Olympic success. Unlike the direct verbal cues in the "Got Milk?" ad, the Adidas ad embeds its meaning in the visual relationships and the broader cultural understanding of collectivism and unity. As Confucius famously stated, "The strength of a nation derives from the integrity of the home," underscoring the foundational importance of collective harmony and shared responsibility in shaping both societal and political structures.

Comparison - elements of contrast

"Impossible is nothing"

For both ads, we can really see the national pride through the use of the flag colours, indeed designers have used these colours as a reminder of the nationality. If we take a quick dive into geopolitics, it’s very easy to understand why.

History of politics

An element of national pride ?

Let's have a look at the colors

A threat for the U.S.A ? The use of Soft Power.

The new rising power

History of politics

Observation : You can notice that all the athletes are wearing outfits representing the colors of their own flag. Red and yellow for Chinese and blue, white and red for North Americans.

To expand their power, states has to show their “National pride”. Sports, and for instance the Olympic Games, by its international reach, is an essential moment to show national strength.

During so many years, the United States remain being the greatest power in the world. But as the 21st century has begun, a new state is threatening their power : China. Surprisingly, China is the new arise power according to the essays of Joseph S. Nye [9] who has analysed the use of soft power by these two countries in his book Soft power and great power competition.

Great power and soft power

What's soft power ?

The new rising power

Quick definition of soft power : Soft power is defined as a way to gain power by non-militaries actions. It’s by influencing other states using elements of national culture or values in your foreign policy.

In the Chinese ad, red and yellow dominate, symbolizing prosperity, power, and unity, while the stars on the athletes' outfits reflect the design of the national flag, reinforcing a sense of collective identity.

Elements of national pride

Colors

Un pour tous, tous pour moi ? (Misuse of the French expression "one for all, all for one" in "one for all, all for me" - by Jean Amadou).

What about the U.S.A. ?

A governmental role ?

Chinese approach of sport

History of politics

Chinese government is ruled by a communist party, and is presided by Xi Jinping. China is now close to a dictaturial system because of the extreme concentration of powers in one man's hands.

Note on Chinese government :

Effect on the spectator : Metaphorically, it shows the motivation of each team to achieve their goals, the will to seize the future by looking at the horizon. These are positions of strenght.

In the ads we’ve decided to analyse, we thought it was also important to talk about the Kinesics in the image. The kinesics refers to the body positions, especially through all the body posture and movement suggested in our design. Some body postures are universally recognized as “relaxed type”, which is not the case of both of the ads. Athletes are either standing up straight and looking far ahead them, or, for the Chinese one, the fist raised to the sky as a sign of reaching their goals in both case.

The physical appearance concept is considered as a strong marker of identity, it includes the way you are presenting yourself to other, specific forms of decorative ornamentation. In the United States ads all the athletes are shown in their official sports outfit, which has the effect of showing the muscle (inverse de littéralement et littéralement). It’s a way to show the national pride. In the Chinese one they have a sport set, it’s less obvious, we more have the impression of a strong group cohesion than strong individuals.

A marker of identity ?

Physical appearance

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Let's sum up !

Conclusion and references

The stark contrasts between the two advertisements demonstrate how cultural differences shape communication and marketing strategies. The "Got Milk?" ad exemplifies low-context communication, focusing on explicit verbal messages, individual achievement, and diversity, which align with American cultural values. On the other hand, the Adidas ad uses high-context communication, relying on symbolic imagery, collective identity, and national pride, which reflect Chinese cultural traditions and political influences. Hofstede’s framework helps explain these differences, particularly through dimensions like Individualism versus Collectivism and Power Distance. However, as critics like Baskerville point out, equating nations with homogenous cultures oversimplifies the complexities of modern societies.[7] Both the USA and China are diverse and dynamic, with subcultures and globalization influencing how these messages are received.

[1] Hall, Edward T. Beyond Culture. New York, Anchor Books, 1976.[2] The Culture Factor Group. “Country Comparison Tool.” Theculturefactor.com, 16 Oct. 2023, www.theculturefactor.com/country-comparison-tool?countries=china%2Cunited+states. [3] de Tocqueville, A. (1835). Democracy in America (H. Reeve, Trans.). Harper & Row. (Original work published in 1835).

References 1/2

References 2/2

[4] Miguel, Francisco. “Cultural Values and Digital Discourse an Intercultural Communication Approach to the Transactional Discourse of Spanish and US Sales Websites.” Journal of Intercultural Communication, vol. 14, no. 3, 30 Nov. 2014, pp. 1–16, https://doi.org/10.36923/jicc.v14i3.679. Accessed 29 May 2024. [5] Hofstede, Geert. “Dimensionalizing Cultures: The Hofstede Model in Context.” Online Readings in Psychology and Culture, vol. 2, no. 1, Dec. 2011, pp. 1–26, scholarworks.gvsu.edu/orpc/vol2/iss1/8/?&ei=9owuVLrgCIfXaqzngIgJ&sa=U, https://doi.org/10.9707/2307-0919.1014. [6] Shan, Lee Ying. “Here’s How Much Athletes at the Paris Olympics Earn for Winning Medals.” CNBC, 31 July 2024, www.cnbc.com/2024/07/31/heres-how-much-athletes-at-the-paris-olympics-earn-for-winning-medals.html. [7] Baskerville, Rachel F. “Hofstede Never Studied Culture.” Accounting, Organizations and Society, vol. 28, no. 1, Jan. 2003, pp. 1–14, https://doi.org/10.1016/s0361-3682(01)00048-4.[8] High and low context cultures (Samovar & Porter, 1997, p. 24; Sueda & Fukuda, 2011, p. 132). [9] Nye, J. S. (2023). Soft Power and Great-Power Competition. Dans China and globalization. https://doi.org/10.1007/978-981-99-0714-4[10] Beaulieu, C. (2004). Intercultural Study of Personal Space : A Case Study. Journal Of Applied Social Psychology, 34(4), 794‑805. https://doi.org/10.1111/j.1559-1816.2004.tb02571.x [11] Lara, P. (2020). The Hidden Dimension - Edward Hall. Utaedu. https://www.academia.edu/43785083/The_Hidden_Dimension_Edward_Hall

Screenshots

Screenshots

Our Locker document on google docs, it was used to write our text.

In contrast, the "Got Milk?" ad reflects the USA’s market-driven sports culture, where individual athletes build personal brands through endorsements and social media. In the USA, athletes often rely on sponsorships and brand deals as significant sources of income, and platforms like Instagram and TikTok play a crucial role in promoting their public image. Recognizable athletes in the ad, such as Carmelo Anthony and Aly Raisman, are not only sports figures but also brand ambassadors who use their fame to influence consumers. This commercialization of sports aligns with American individualism, where success is tied to personal ambition and self-promotion. The prevalence of brand deals also highlights the importance of individual entrepreneurial spirit in American culture, where athletes are celebrated for both their performance and their ability to market themselves.

Similarly, the U.S. ad incorporates patriotic colours with white stars representing the 50 states, alongside blue and red elements that mirror the American flag. This deliberate use of national colours in both ads underscores their purpose of evoking patriotism and aligning the athletes’ achievements with their country’s identity and values.

Similarly, the U.S. ad incorporates patriotic colours with white stars representing the 50 states, alongside blue and red elements that mirror the American flag. This deliberate use of national colours in both ads underscores their purpose of evoking patriotism and aligning the athletes’ achievements with their country’s identity and values.

While Hofstede’s cultural dimensions provide a robust framework for understanding cross-cultural differences, they do not explicitly address the concept of diversity, which is a critical aspect of modern American culture. The ad’s inclusion of athletes from diverse racial backgrounds, such as Black and White individuals, reflects the multicultural identity that is central to the American narrative today. This emphasis on inclusivity resonates with the cultural values of equality and individual recognition, but is not directly captured within Hofstede’s dimensions.[7]

In the ads :

Diversity and inclusion

In his analysis, Hall identified Middle East, Latin America and Southern Europe as contact cultures which basically tends to stand closer and are engaged in touching more easily than for example North America or Northern Europe. In the work of Catherine MJ. Beaulieu Intercultural study of personal space : a case study [10], it appears that “personal space is [...] larger among Asians, Northern Europeans and North Americans. This doesn’t really align with the design of the Chinese ad. Otherwise, for the American ad, athletes tend to stand close to each other but without any contact, so for this it aligns with the theory of the experts.

Does it align here ?

e.T Hall

This relentless pursuit of progress and dominance is embodied in the image of the Charging Bull. The statue symbolizes ambition, resilience, and the competitive spirit, both individually and collectively, that are deeply rooted in American values.The focus is on easily recognisable athletes like Carmelo Anthony, Dara Torres, Aly Raisman, Steven Lopez, and Kerron Clement, each representing personal success and individual achievement. The ad explicitly communicates the benefits of milk as part of a competitive, healthy lifestyle, appealing to the cultural value of self-reliance. This aligns with Hofstede’s high Individualism score for the USA, where personal ambition, success, and direct communication are celebrated. [1]

The Charging bull

located in wall st. NYC

The emphasis on collectivism in the Adidas ad also aligns with China’s state-driven approach to sports. Since the founding of the People’s Republic of China, sports have been used as a tool for national pride and international prestige. Chinese athletes are often part of government-run sports systems, trained from a young age with state support. This collectivist emphasis extends to the rewards for Olympic success. For instance, Hong Kong, a Special Administrative Region of China, offers $768,000 for an Olympic gold medal—far surpassing the $38,000 awarded to American athletes for the same achievement. [6] This disparity underscores the state’s prioritization of collective national achievement over individual market-driven incentives, which dominate in the USA. The Adidas ad exemplifies this focus by presenting athletes as representatives of the nation, supported by the collective strength of the people, rather than as individual stars.