The Print Advertisements are aimed at promoting Indian Tourism targeted at the Argentinean citizens based on the Hofstede Model (Well Known Cultural Model given by Geert Hofstede). Thus the first step is to understand Argentinian culture using Hoftede's Model.
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HOFSTEDE MODEL - ARGENTINA
Argentina's culture has been greatly affected by its immigrant population, mostly European, although there are also some Amerindian and African influences, particularly in the fields of music and art. Their influence contributed to the demise of pre-Columbian cultures, resulting in the lack of a dominant indigenous population.Argentinians are popularly known to be Gaucho-praising, beef-loving, bife de chorizo-chewing, Tango-dancers.
Argentina is similar to many of the Latin American countries…. The high Uncertainty Avoidance Index (UAI) ranking of 86 indicates the society’s low level of tolerance for uncertainty. In an effort to minimize or reduce this level of uncertainty, strict rules, laws, policies, and regulations are adopted and implemented. The ultimate goal of this population is to control everything in order to eliminate or avoid the unexpected. As a result of this high Uncertainty Avoidance characteristic, the society does not readily accept change and is very risk adverse.”
Based on our studies and data, the large majority of predominantly Catholic countries (those with Uncertainty Avoidance as their highest ranking Dimension) have a low tolerance for ambiguity. This creates a highly rule-oriented society that institutes laws, rules, regulations, and controls in order to reduce the amount of uncertainty within the population.This could have been caused by decades of political and economic instability which led Argentines to value certainty within the home and within their cultural traditions.
More than one-third of the country's 32 million people live in Buenos Aires, the capital, which along with other urban areas accounts for almost 90% of the total population.
It takes two to a Tango
The best-known element of Argentine culture is the tango dance. In modern Argentina, tango music is enjoyed in its own right, especially since the radical Ástor Piazzolla redefined the music of Carlos Gardel. It should be noted that foreigners usually think of tango as the dance music, whilst for Argentines the word refers to both the music and the lyrics (often containing words and phrases in lunfardo, a local slang), which are a form of poetry.
Sports:
Many Argentines are involved in sports. Fútbol (soccer) is more of a national obsession than a game. Argentina won the World Cup in 1978 and 1986 and the gold medal at the 2004 Summer Olympics and 2008 Summer Olympics for men's soccer, and the exploits of Diego Maradona have kept fans, paparazzi and columnists busy for the past 20 years
Final Summary:
Based on the study done above, the key distinguishing characteristics of Argentineans is the high Uncertainty Avoidance Index.
- Thus each ad tries to ensure every comfort by showing a Map with the details of the tour day wise.
- It also tries to minimize the risk by providing online Pre-Planning and payment options for the tour even before starting the journey.
- Argentina is comparatively more of an individualist compared to other Latin American countries. Thus only pictures of couples or individuals have been used to highlight the independence.
- Two biggest passions of Argentineans – Tango and Football has been used as to connect to the target audience better and give a feeling of being at home and similar culture.
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