Power Distance (PDI) - 28
With a very low score on the PDI scale, Ireland is seen as a low power distance culture. This means there is no real hierarchical distance between the people of Ireland in the culture. Everyone treats each other as equals for the most part. Elders or the wealthy aren't held to a higher regard as would a high PDI culture. I believe that this advertisement which is found at the Jameson Distillery in Dublin shows this relationship well because in the ad we see that Jameson Whiskey has stated that "most people", meaning common people, prefer their whiskey. It's the average person who enjoys the consumption, therefore everyone in the culture can connect with it and automatically identify. The fact that the average people like it shows that there is no real distinction being made, it's not meant for the rich or the poor, the young or the old; it's simply meant for everyone. This is a perfect example of a low PDI culture.
Individualism/Collectivism (IDV) -70
Ireland's IDV score comes in at a 70, meaning it is an individualistic society. There is a common conception of people looking after themselves and their immediate family only with individualistic societies. There is no need to feel a sense of belonging to a group or identify with others outside of their immediate family. When looking at this advertisement I saw in a mall, you can see why it may be a bit confusing, based on this advertisement for the Samsung Galaxy phone, that Ireland is highly individualistic. The ad identifies a group of people that would identify themselves with one another: the "fans", most likely of soccer or Rugby (I can't quite make out the jersey and I'm not too familiar with their sports, but you can tell it's a sports team). This identification being made in the advertisement seems to go against what Hofstede's dimensions tells us about Ireland. Then again, there's always different methods of marketing and advertising that may not always agree with the limits of certain textbook assumptions. While Ireland may be mostly individualistic, which for the most part is true in the culture, there is certainly an identification with groups, especially when it comes to sports teams and Ireland's pride and loyalty to their teams.
Masculinity/Femininity (MAS) - 68
Ireland has a masculinity/femininity score of 68, which means it is a masculine culture. In advertising, a masculine culture will have advertisements that are making its product seem like it is showing off for the most part. It will boast things such as being the biggest, the best, the boldest, the one in control. When looking around the Guinness Brewery, I found these advertisements which perfectly fit the mold of Ireland's masculine identity. Guinness is "grand", "number one", "a league of its own". These advertisements show how Guinness is identifying with the masculine tendencies of being the best or the biggest. Showing off does get the attention of the consumers in the culture. These advertisements do confirm the findings of a masculine culture.
Uncertainty Avoidance (UAI) - 35
The score of 35 puts Ireland at low uncertainty avoidance, meaning they embrace difference or change easily. They do not need all of the facts or to seek out the resources or evidence to support an answer or reason. They can "go with the flow" so to say. With this billboard I saw while riding in a taxi in Dublin, I at first had to take a picture for its strangeness. But then as I was looking for an ad that could incorporate the low UAI culture, it works great. In this ad you can see a man about to reveal something. It turns out the ad is for Ladbrokes, a gambling business. However with not much information, it is uncertain at first what it is. A high uncertainty avoidance culture would not identify with this ad because they need information or explanation to fully identify with something. In Ireland and other low uncertainty avoidance cultures, they can enjoy and identify with the ad simply because it is interesting and offers an invite to the business, no matter how different it may seem. They aren't going to dent something attention because it doesn't offer an explanation or resources. This ad is a great example in showing how Ireland in low UAI in advertising, as well as culture.
Long-term Orientation (LTO) - 43
For Long-term/short-term orientation, I chose the advertisement on a Kit Kat bar that I saw in Dublin at one of the local convenience stores (don't worry I didn't buy it, though I was tempted). At first I just took the picture because I was interested in the small difference in design they have from the U.S., but as this assignment cam about, there was perfect use for it. In the LTO dimension, Ireland scores a 43, meaning there it is a short-term orientation culture. Short-term orientation has more of the living in the moment mindset. You want to act now or do have something now rather than later as to not waste time or wait until tomorrow. This advertisement telling the consumer they can win instantly shows that short-term orientation that Ireland is part of. This "do it now, have it now" advertising appeals to the short-term orientation cultures because they are not thinking in terms of longevity or down the road. It is in the moment and ready for the taking. This is a great example of how Ireland has the short-term orientation culture. Who knew a candy bar could teach you something?
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