Insights: How we can improve cross-cultural ads
The Insights card deck discusses how we can educate designers, brands,
or advertisers to improve cross-cultural advertisements for their audiences.
or advertisers to improve cross-cultural advertisements for their audiences.
Translating ads cross-culturally is never easy, there are a multitude of topics that must be balanced: stereotypes, mistranslations, generational voice, among much more.
Mistakes have happened and it’s important to educate young designers to have a game plan for how to navigate and learn from them.
This project explores the creation of a guide aimed at U.S. designers, brands, or advertisers who are interested in globalizing their advertisements/campaigns. Whether it be for targeting a more global audience within the U.S. or globalizing internationally, this guide will look at building insightful conversations and opening connections with international professionals.
Creating the Deliverable
In order to properly tackle such a profound topic, a few professionals were interviewed who could provide insight on the industry itself as well as the impact of diversity. Those professionals included Elise (Athens, GA based freelance illustrator), Maricruz (an account executive in a Costa Rican communications agency), Dan Balser (director of The Academy at GS&P), Linden Dudley (director of International Student Life), and Lisa Balser (founder of New & Improved).
“what are the
stories we’re
telling in our ad,
in our campaign?
Are they even the
right stories in
the first place?”
stories we’re
telling in our ad,
in our campaign?
Are they even the
right stories in
the first place?”
- Lisa Balser
Design teams will primarily benefit from this deck as it will contain points of discussion. They will use these in a team meeting. This suggests that the deliverable must be easily moveable (a deck of cards is easy to carry). Each individual card will contain a single question to keep the activity easy to understand and straight to the point. Using a deck of cards also allows the conversation to stay at the table and keeps the team interacting with one another through a tactile manner.
“By having a deep understanding of insights, advertisers can create effective advertising
campaigns that resonate with their audience.” - Shubh Chadha
campaigns that resonate with their audience.” - Shubh Chadha
For more information on the process behind Insights. email me at lauraflores10081@gmail.com for a pdf of my progress book