SPAIN

A D V 2 0 0 0 1 :A D V E R T I S I N G I S S U E S

Jemima CoxGeorgia Brown

Alice LongAmy Mikiloc

CONTENTS

Introduction...................................................................................................3

Cultural Values............................................................................................4

Stereotypes....................................................................................................7

Equality in the workplace & EmploymentRates...................................................................................................................8

Treatment towards LGBT community......................................9

Advertising to children.......................................................................10

Consumer Behaviour............................................................................12

Conclusion....................................................................................................13

References....................................................................................................14

INTRODUC

INTRODUCTIONS P A I N F O R F I F A 2 0 2 6

Even with a complex history full of

difficult times, Spain has developed

into the vibrant and culture-filled

country it is today with a population

estimate of 48 million (CIA, 2016). The

Spanish have one of the longest life

expectancies in the world and when

you visit this beautiful country you

will understand why.

This report is a preliminary

assessment of Spain, designed to

help the FIFA Executive Committee

consider Spain as a potential host for

the 2026 FIFA World Cup.

To give the Executive Committee an in depth understanding of Spain and it’s

people, the report will cover information regarding the country's cultural values, the

equality of the workforce and treatment of women, consumer attitudes,

stereotyping, attitudes towards the LGBT community and attitudes towards

advertising to children.

The reviewal and discussion of these topics will illustrate the way that Spain's’

culture could translate to other promotional culture internationally throughout the

World Cup, and ultimately, why it should be selected as the host country.

CULTURALVALUESSpain can be described as a passionate and soulful country. "The passions of

Spain's people are the fabric of daily life; this is a country with music in its soul.

(Lonely Planet 2016)". This passionate lifestyle of the Spanish locals makes it an

exciting and vibrant host nation for a major world event such as the FIFA World

cup. However, there is more to Spain than just soul and passion. To further

understand the cultural aspects of Spain’s society, an insight will be developed

using Hofstede’s six cultural dimensions.

Hofstede's dimensions help depict

how a country is run, each cultural

dimension looks into different

aspects of the workforce and social

lives of local residences.

The first dimension is Power distance, which simply looks at how individuals in

a community are not equal, and how the members of an organization who are

less powerful ‘accept that power is distributed unequally' (Hofstede 2016). With

a score of 57, Spain is seen to be ‘accepting of a hierarchical order’ (Hofstede

2016). This makes it an appropriate working environment for a major worldly

project such as the FIFA world cup.

Power Distance:

The second Dimensions shown is Individualism. This looks into ‘the

degree of interdependence a society maintains among its members’

(Hofstede 2016), more specifically it looks at how people define

themselves, whether it is ‘in terms of ‘I’ or ‘we’ (Hofstede 2016). With a

score of 51, Spain is considered is an individualist society, however,

compared to other European countries they are seen as relatively

collective,making them more appropriate than other European countries

to host the FIFA World Cup.

The Dimension of Masculinity looks into what drives a society. ‘A high

score (masculine) indicates that the society will be driven by

competition, achievement and success’ (Hofstede 2016). However, a low

score (feminine) means that the society values caring for others and

quality of life over success. A score of 42 shows that in Spain, ‘polarization

is not well considered or excessive competitiveness appreciated’

(Hofstede 2016).

The fourth Dimension is Uncertainty Avoidance, which simply describes

how society deals with the uncertainty of the future. With a high score of

86 Spain shows that members of their society ‘feel threatened by

ambiguous or unknown situations and have created beliefs and

institutions that try to avoid these situations.’ (Hofstede 2016) The FIFA

world cup would help the Spanish society implement a project that

could add some financial stability in the future, creating jobs for a large

portion of the population.

Individualism:

Masculinity:

Uncertainty Avoidance:

Long Term Orientation looks at how society’s link their past with dealing with

‘the challenges of the present and future’ (Hofstede 2016) with a score of 48

Spain is seen to live in the moment, without looking into to the concerns of the

future. However, a future project such as the 2026 FIFA World Cup could push

the Spanish culture into looking forward and accepting the challenges of the

future whilst still living in the moment.

Long Term Orientation:

Indulgence:

TThe last dimension shown in Hofstede’s cultural dimensions is Indulgence,

which looks at how individuals are raised and how it consequently affects their

‘desires and impulses.’ (Hofstede 2016) With a relatively low score of 44 Spain is

not seen as an indulgent society making them an appropriate host for the 2026

FIFA World cup.

STEREOTYPES“Stereotypes are characteristics ascribed

to groups of people involving gender,

race, national origin and other factors

(Kareem Nittle, 2016). Spain has many

strong stereotypes, including their love

for bullfighting, flamenco dancing,

sangria, fiestas and siestas (Chislett,

2014). All of these traditions are

extremely beneficial to Spain’s tourism

industry (with roughy 63 million tourists

visiting per year) and have great importance to the country's economy.

These aspects are all exciting and illustrate Spain’s fun (and not-so-serious side),

however, there is so much more to the people and the culture.

A common stereotype of the Spanish is their laid-back lifestyle which is often

misinterpreted as laziness. This perception is easily diminished once you

understand that working days in Spain simply run at later times, often beginning at

10am and finishing at 8pm. And contrary to what people think, not all Spanish have

siestas in the afternoon.

Hosting the 2026 FIFA World Cup would help Spain to break the stereotypes by

demonstrating that it can professionally coordinate such a large and renowned

event.

If the World Cup is held in Spain, there will be many exciting opportunities for

tourists to explore the Country and understand that there is much more depth

behind the stereotypes.

WORKPLACEEQUALITY Equality in the workforce is something that Spain has always worked towards

improving. With the implementation of laws, it is assured that Spain is continuously

working towards bettering its equality in the workforce. Some examples of the way

the Spain is working towards equality are:

A company with more than 250 employees needs to have an equality plan in place

which has been negotiated with the staff (Mondaq). This ensures that all members

of the company are aware of how the workplace needs to run, and the respect that

needs to be mutual between men and women in the workplace.

Article 28 of the Workers Statute states that ‘The employer is obliged to pay for a

work of equal value the same remuneration, paid directly or indirectly, and

whatever the nature of the work including the remuneration that is not considered

salary by Spanish legislation, without discrimination on the basis of sex in any of its

items or condition’ (Royal Legislative Decree 2/2015, of 23 October 2015).

Spain’s implementation of rules like this in the workplace has also lead to results. In

1978 less than 21% of women worked but this figure had risen to more than 40% by

2002 and 52% by 2011 (Gender Equality, European Commission).

Housing the 2026 FIFA World Cup would allow for the rest of the world to see the

equality that helps Spain thrive as a city. It also will possess the possibility to give

incentives to other countries who may not have the equality levels that Spain does,

to see how it can benefit a country. By promoting both men and women equally,

Spain would be the perfect place to experience the World Cup as the two sexes

prove how harmoniously they can exist in the workforce.

TREATMENTTOWARDS THE LGTBCOMMUNITYSpain is highly tolerant of the LGBT community. Spain declared gay marriage

legal in 2005 (Anderson, 2016). According to a Pew Research Center poll in 2013,

Spain was ranked the most gay-friendly country in the entire world (Anderson,

2016) and is praised for hosting some of the best gay parades on the globe. In

2012, Madrid hosted one of the largest gay parades with a reported 1.2 million

people in attendance making it one of the biggest worldwide, but there are also

notable parades in Barcelona, Valencia and Seville (Anderson, 2016). This makes

Spanish citizens highly accepting of the LGBT community.

Spain would be the perfect host for the 2026 FIFA World Cup because the citizens

are so open-minded and welcoming of the LGBT community, which could

influence other countries to act similarly. It will also give Spain a chance to

demonstrate to the world how advanced they are as a nation on homosexual

rights, unlike many countries fighting for equal rights

ADVERTISING TOCHILDREN

As part of the Spanish Constitution, children are protected and have

the right to receive information as long as it does not affect their

rights of honour, privacy and image (Volz et all, 2005). The Legal

Protection of Minors Act establishes that public bodies must be

careful to observe means of communication directed at minors (Volz

et all, 2005).

Advertising to children in Spain is very strict for food and beverage

products. The Spanish Self-Regulating Code for Food Advertising

Aimed at Children, also known as PAOS, was launched by the

Spanish Ministry of Health with the objective to reduce the

prevalence of excess weight and obesity (Abogados and Volz, 2016).

In Spain, minors are classified as anyone under 18 years old (Volz et

all, 2005). However, the Spanish Self-Regulating Code for Food

Advertising Aimed at Children is aimed at helping companies

manage their messages aimed at minors, especially children under

the age of 12 (Abogados and Volz, 2016). The code is directed at

companies and their consequences for public health and their social

repercussions, which is an objective shared by the World Health

Organisation (Abogados and Volz, 2016).

Advertising to children in Spain must be done

carefully and follow the Legal Protection of Minors

Act. Advertising directed to children must always be

careful not to exploit their naivety, immaturity or

natural credibility (Volz et all, 2005).

If Spain was to host the 2026 FIFA World Cup, there

would have to be considerable thought about

sponsorships that do not conflict with the Spanish

Self-Regulating Code for Food Advertising Aimed at

Children and the Protection of Minors Act.

Fortunately, this means that tourists who come to

Spain with their children for the FIFA World Cup can

be reassured that their children will not be taken

advantage of by any advertisements.

CONSUMERBEHAVIOURConsumers in Spain are more cautious and continuously look for money saving

opportunities, even while spending on necessities (Consumer Attitudes and

Online Retail Dynamics in Spain). According to AVIVAs 2013 consumer attitudes

survey, some statistics on Consumer Attitudes are:

19% of people have some form of investment piece

62% of people have savings

38% of consumers felt their current financial status had them ‘doing alright’

53% of consumer concerns were unexpected expenses like home repairs

60% of Spanish consumers have cut back on eating out

50% of consumers have cut back on entertainment

These statistics show that more than half of the population of Spain are

restricting themselves on simple pleasures. Housing the FIFA 2026 World Cup

would definitely boost Spain’s consumer morale, and bring some pleasure and

excitement back into the lives of the Spanish. By housing such a significant

sporting event, FIFA would be helping Spain to thrive economically and allowing

consumers to have a little bit of leeway in their spending and improving more

positive attitudes.

These attitudes also mean that Spain would be sensible in money expenditure

when hosting, ensuring that all of the money allocated for the World Cup is used

in the most sufficient and responsible way.

CONCLUSIONThis report has delivered a preliminary assessment of Spain to help FIFA

understand the different elements of the country which make it an

appropriate host for the 2026 FIFA World Cup. The report shows the cultural

aspects of the country as well as the role women play in society, consumer

attitudes, stereotyping and acceptance of the LGBT community. Aspects

such as stereotyping have helped describe how traditions are extremely

beneficial to Spain’s Tourism Industry. Research into equality and inequality

in the workforce has shown that hosting the 2016 FIFA World Cup would

allow for the rest of the world to see how the equality in the Spanish

workforce helps the city thrive and influence similar behaviours world wide.

All of the elements that have been covered in this report indicate that Spain

should ultimately be selected for the 2026 FIFA World Cup.

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