According to a survey conducted by Alice CDP Europe and the research firm Ipsos on the reception of domestic and foreign-made food and drink commercials in Europe, the English and the French are rated as the most closed cultures toward foreign ads when it comes to likability and taste. Italy and Germany were rated as the most receptive.
On the whole, all countries have a preference for domestically generated commercials. Outside-created spots did not appeal to more than 50% of respondents in any of the three categories surveyed: taste, product differentiation and likability.
The research, intended to measure the attitudinal differences and similarities from one country to another, was conducted in England, France, Germany, Holland, Italy and Spain. Each country was represented by 20 food and drink spots, which were shown to 600 European men and women of varying backgrounds and aged 18 to 55.
The different reactions are mainly influenced by the cultural biases in each country's advertising. Across national boundaries, beer, tea and, most notably, milk spots received the most extreme reactions, while the most homogenous categories were cookies, mineral water and soft drinks.
Regarding specific products, the Italians have the least 'macho' image of beer drinkers while the French and the English tended to present strong male images in their beer ads. Ads featuring sports and mothers scored tops in Spain, while spots showing mountains didn't move the Dutch. Fast editing, loved by the Dutch, failed with the French.
Fabiana Giacomotti reports on advertising for Italia Oggi.
Copyright Adweek L.P. (1993)