9.8 : 문화적 무감각과 고정관념

Cultural insensitivity refers to a lack of awareness or understanding of different cultures, which can lead to offensive or disrespectful content.

This insensitivity arises when a brand's practices neglect the cultures or beliefs of the audience by using inappropriate language, imagery, or themes.

For example, portraying all people from a particular region as having the same characteristics or habits leads to stereotyping, which is offensive to many.

These oversights often occur when companies lack awareness and depend on outdated viewpoints, media representations, and generalizations.

Businesses should prioritize comprehensive research, consulting with diverse experts, and careful choice of language and imagery to avoid such pitfalls.

Additionally, they should strive for diversity in advertisements and solicit feedback from the target demographic. For example, P&G ads go beyond storytelling to address equality and explore diversity.

At the same time, excessive sensitivity can also incite market backlash.

It can lead to misinterpretations of well-meant campaigns, as what resonates with one culture may translate poorly to another.