This essay will focus on analyzing the different tools that the international bank HSBC used in their new line of advertizing. Their intelligent, thought-provoking ads can often be seen in airports, and some recent ads have surfaced to mainstream television. These ads focus on showing the different points of view that derive from different cultures and identities – and this is therefore a good example of intercultural communication. Culture & Identity.
Culture is formed when a group of people share the characteristics of accumulated patterns of views, beliefs and behaviors; and it is often affected by one’s religion and history, as well as a verbal and non-verbal symbol system. One’s culture is ingrained at birth and throughout one’s journey into adulthood, and is what helps form one’s identity. Identity is not only affected by culture, but also depends on one’s physical traits and political, economic and social views. Developing one’s identity is important because it is a way of organizing one’s values, feelings and attitudes.
People of different cultures will most likely vary in all of the aforementioned categories and will have very different identities, which leads to radically different points of views. Thus, two people of different cultures may attach different subtext and meaning to the same object or idea. This is what the worldwide bank HSBC used as a basis for their advertisements. HSBC “Point of View” HSBC’s new advertisement campaign aims to celebrate the fact that people have different points of view.
They called it “Your Point of View”, and it was intended to bring to light the different interpretations that people have when shown the same image. These interpretations are supported by one’s individual priorities and values in life, and it is these values that form the basis of many important decisions (i. e. choosing the right bank). The basis of these ads is to challenge people to address their own principles and discover what drives and motivates them in their daily lives, and encourage intercultural understanding.
Crystallizing HSBC’s global premise that “different values make the world a richer place,” they summarize one’s global outlook that acknowledges and respects the fact that people value things in very different ways. This campaign began in 2005 and has been through a few phases of evolution. Initially, HSBC released a series of ads with 2 images, with opposing one-word interpretations written across each picture. These images would then be shown again, but with the interpretive-words switched around. This would show how drastically different two people’s points of view can be. Example 1: “Trendy”