ADV20001 – Advertising Issues: Regulations, Ethics,

and Cultural Considerations

France – FIFA World Cup Host Nation Proposal for 2026

An introduction to France France Capital: Paris France is the most visited country

in the world, with 83 million tourists visiting in 2012. (Fun facts, 2016)

The total population of France in January 2016 was: 64, 735, 697. (Country meters, 2016)

The French typically do not like speaking English, even if they can. (World Nomads, 2016)

The train is the safest and cheapest way to get around. Services run until late and the trains are guarded by security. (World Nomads, 2016)

France being popular with tourist, will encourage supporters of the games to attend as it is a desirable country to visit.

Source: Google Images

An introduction to France: The Country Climate: generally cool winters and mild

summers. (Commisceo Global, 2016) France’s ethnic Made-up of: Celtic and Latin

with Teutonic, Slavic, North African, Indochinese, Basque minorities. (Commisceo Global, 2016)

Religions: Roman Catholic 83%-88%, Protestant 2%, Jewish 1%, Muslim 5%-10%, unaffiliated4%. (Commisceo Global, 2016)

Government: Republic. (Commisceo Global, 2016).

The climate of France, will ensure the athletes will find it comfortable when competing and audiences will find it comfortable whilst spectating.

Source: Google Images

An introduction to France: The Culture

Source: Google Images

Food is a great passion for the French. (Commisceo Global, 2016)

French business behaviour emphasizes courtesy and a degree of formality. (Commisceo Global, 2016)

If you do not speak French, an apology for not knowing their language may aid in developing a relationship. (Commisceo Global, 2016)

It is always a good idea to learn a few key phrases, since it demonstrates an interest in a long-term relationship and is well-received by locals. (Commisceo Global, 2016)

What are some of the cultural values of the country and what do these demonstrate?

Position and treatment of women

France adopts a highly progressive stance towards women’s rights evidenced through advanced equality legislation, increased female representation in politics, parity laws and state support for domestic workers (Rosselli 2014).

In 2013, the Hollande government was made up of 17 women and 17 men (McPartland 2013).

Education has succeeded in reducing the number of teenage pregnancy rates which are at 3% per 1000 people compared to Britain where it is 5 times higher and the US where it is 10 times higher (Aubin 2014).

Women also have higher tertiary education levels (29.7%) compared to the European average (25.8%) (Rosselli 2014).

Source: Google Images

Women in the workforce Employment rate of women in France

is 60% which is above the European average of 58.6% (Rosselli 2014).

56% of board members in large companies are women (Rosselli 2014).

France’s stance towards the gender pay gap (14.7%) is better than the European average (16.2%).

The pay disparity grows in industries such as banking and insurance (44% gap) (McPartland 2013).

These values demonstrate that although France has a highly positive and progressive attitude towards the position of women in society and the workplace, more work needs to be done. Source: Google Images

Stereotyping France is addressing stereotyping within

society and the media through the use of education, policy development and raising public awareness (Aubin 2014).

The government has tasked the broadcasting industry to improve the portrayal of women in the media. The industry has set targets which are monitored on a yearly basis (Aubin 2014).

Workplace gender stereotypes are also being addressed through the use of education whereby women are being encouraged to enter more technical and scientific fields which have traditionally been dominated by men (Aubin 2014).

This demonstrates that France is aware of the need to improve stereotypes and it’s government playing an active political and social role in driving change.

Source: Google Images

Attitudes towards advertising to Children France is talking the issue of

advertising to children due to the undisputed link between it and childhood obesity (Scott-Thomas 2012).

Rates of children’s exposure to fast food and beverages has fallen by 35% at 2011 in France as cited by the EU Pledge 2011 Monitoring Report (Scott-Thomas 2012).

Source: Google Images

Attitudes towards advertising to Children All ads targeted at children or adults

which contain processed food, added fats or salt are required by law to contain a message on the principles of dietary education as approved by the National Institute of Health Education (WCRF 2016).

The Ministry of Health and the Ministry of Culture and Communication adopted a charter in 2009 to aid in promoting healthy diets and physical activity in ads (WHO 2014).

This demonstrates France’s commitment to reducing childhood obesity by regulating the advertisement of fast food and drinks.

Source: Google Images

Treatment of immigrants and foreign residents in general France has longstanding tensions regarding

immigrants from former French colonies including North Africans (Ware 2015).

It has the largest Muslim population in Europe (Ware 2015).

Foreign residents are generally treated poorly and live in deteriorated public housing in communities (banlieues) which are often isolated in neighbourhoods (Ware 2015).

The nation also has long standing tensions with its Muslim communities driven by its traditional secularist approach (Ware 2015).

France has also experienced numerous terrorist attacks further driving anti-muslim sentiments.

Source: Google Images

Treatment of immigrants and foreign residents in general

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Immigrant descended children face school-based discrimination as teachers often view them as disruptive and less inteligent (Ware 2015).

Surveys have shown that teachers focus on the behaviour of immigrant children over their academic abilities (Ware 2015).

Immigrants are also hired less frequently and face pay discrimination (Ware 2015).

This reflects that France has a long way to go to providing equal treatment for immigrants especially in areas of social-equality, schooling and in the workplace.

Treatment/ attitudes towards the LGBT community

Source: Google Images

France has had a traditionally liberal approach to LGBT rights and legalised same-sex marriage in May 2013, becoming the thirteenth nation to do so.

In France, people have been allowed to legally change their gender since 2009.

Despite this however, resentment towards homosexuals is also prevalent in France. This was revealed during the “Manif pour tous” (protest for all) movement which apposed same sex marriage (Daldorph 2015).

Treatment/ attitudes towards the LGBT community

Source: Google Images

• Violence towards homosexual people increased a straggering 78% during 2013 according to SOS Homophobia, a watchdog group in France (Daldorph 2015).

• This reflects the fact that France, which has progressive and liberal approach to LGBT rights has a long way to go socially to meet the political standard it has created.

How and why will these cultural values ‘translate’

to other cultures?

Cultural trendsetters There’s no country in the world with more cultural

influence than France. (The Local, 2016) France is one of the world’s oldest countries, and its

reach extends around the globe through science, politics, economics and perhaps above all, culture. (The Local, 2016)

France has long had an extensive policy in favor of families and is supportive of women in the workplace. (European Union, 2016)

France is amongst the European Union member states with the highest employment rates of women with children. (European Union, 2016)

As highlighted above, France are a strong supporter of women in the workplace, whilst still growing in numbers, however France is a strong influencer around the globe, this will encourage other countries to follow the same standards.

Source: Google Images

Advertising standards

Source: Google Images

France’s commitment to reducing childhood obesity by regulating the advertisement of fast food and drinks.

This translates across the globe with an increase in other countries taking the lead on regulating advertisement for fast food and drinks to children with many countries putting in place a range of regulations applicable to the marketing of food to children. (WHO, 2016).

With France being a highly influential country, their commitment will translate towards other countries who too are focused on reducing childhood obesity.

Foreign Residents

Source: Google Images

France’s multicultural community allows for visitors to feel welcomed and comfortable, unfortunately immigrants living in France, are less welcomed.

Independent surveys puts the percentage anywhere from 14% to 20% with the majority of immigrants coming from outside the EU. (The culture trip, 2016)

How do these cultural values ‘translate’ to other

promotional culture?

Hofstede’s 5 dimensions of culture Culture – The collective

programming of the mind that distinguishes the members of one group or category of people from others - Hofstede

Geert Hofstede’s development of a national culture ‘dimensions’ model allow us to distinguish differences between cultures

5 dimensions were established throughout his research to assist with the understanding of differences

Hofstede also created a comparison chart taking in to account all dimensions which calculates variance of similarities/differences Source: Google

Images

Power Distance The extent to which less powerful

members of society accept and expect that power is distributed unequally

In large power distance cultures, one’s social status must be clear so that others can show proper respect

France fall in to this category as do the majority of football led countries (Spain, Brazil, China) which allows advertising to be developed with similar messages

A different approach may need to be thought-out for overall appeal as countries such as Australia, United Kingdom, Spain and Germany have more of a level playing field approach to hierarchy – it is created more for convenience

Individualism/Collectivism Individualism culture is more of a

‘I’-conscious, which assumes their values are valid for the whole world – something the World Cup host shouldn’t have

France has a very high ‘WE’-conscious approach which provides an indirect style of communication allowing for relationship building and trust between parties

By creating trust in advertising, it allows the consumer to feel that the product is more useful for their needs, hence more succession of sales (Bleier & Eisenbeiss 2015)

Masculinity/Femininity A dimension that is defined by Mooij (2011)

as “The dominant values in a masculine society are achievement and success; the dominant values in a feminine society are caring for others and quality of life”

France has a great balance of bot - scoring 43 in Hofstede’s chart, which helps worldwide appeal through its’ caring yet competitive nature

This creates a welcoming environment to attend a worldwide sporting event

A culture that embraces that male and female roles overlap is more relatable when promoting an event for all ages, sexes and nationalities

Uncertainty Avoidance Planning is key to a culture who is

trying to avoid any uncertainty In relation to France hosting the

World Cup, this is explored from both sides

While planning avoids uncertainty – which is what is needed for such a large scale event, the lower end of the scale creates a culture of a more active attitude to life

France sits on the higher end of the UA scale (Clearly Cultural 2016), however it still has appeal, on a world wide basis, of a active and fun country

Short/Long-term Orientation According to Hofstede, orientation in

a cultural sense relates to what values are focused on moving forward in time

Short-term places more focus on the past or present, deeming it of greater importance than the future

Long-term focuses on the future which allows for adaption as time moves forward

As France is a pragmatic society, people will believe that truth spoken in advertising is dependent on situation, context and time – tying back to trust being a asset for appeal

Conclusion Culture values play a significant role within a society, not only locally

but internationally. The understanding, acceptance, advertisement communication and overall perception of a nation is key to it’s appeal to a international consumer base. Elements including position and treatment of women, women in the workforce, stereotyping, attitudes towards advertising to children, treatment of immigrants – including locally, and treatment of the LGBT community are all factors which were explored above to understand what is needed and acceptable to stage a large scale international event in the World Cup.

Influential values within a culture assist enticement towards a country. France presents this through food, climate, work/life balance and common courtesy.

The exploration of cultural communication relating to advertising also assisted in understanding what role similarities and/or differences make towards a brands appeal – in this case, the country of France. Hofstede’s value dimensions were detailed to further understand the importance of understanding culture from a worldwide perspective.

Through the understanding of culture within a community, or country in this case, allows brands to communicate and appeal to the market. France demonstrates cultural values that resonate among the majority of countries which makes it extremely attractive for people to visit for major events.

France certainly kicks goals to host the 2026 FIFA World Cup!!

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