Value Paradox

          A paradox is a statement that seems contradictory, but in actually is true. Therefore, when we talk about value paradoxes, it is a value that seems like it is contradicting itself in a society, but in reality it is present. It's much like saying we should be healthy because we don't want to be fat, but in reality we will indulge in junk food and we get fat. As de Mooji states in the book Global Marketing and Advertising,

"Value paradoxes reflect the contradictory and meaningful things in life. A value paradox reflects a dilemma. It includes choice, preferring the thing one ought to do over what one wants to do or the other way around. Value paradoxes reflect people's motives and include the elements that trigger people's feelings and emotions, and thus they are used in marketing and advertising."

Value paradoxes are different in every culture. It's effectiveness varies in marketing and advertising as the cultural systems change.
          An example of a value paradox that can be found in the U.S. is our value of equality. America values equality and the fair treatment of each other, however, in reality, the gap between the rich and the poor continues to grow wider. There's also the example of the freedom-belonging paradox as mentioned in the book. Americans value very much the ability to be individual and be able to do things independently from others (it's basically what the country was built on), however there is always that sense of need to belong and be included. You get lonely if you don't belong. This is a paradox because there is the need to be separated, but there is also a need for belonging as well.
          One product that I can think of as an example of value paradox in the U.S. (as well as internationally) is Facebook. Facebook and other social media sites are created so that people can express their thoughts and feelings freely to friends, family, and other connections they make on the internet. This value of freedom of speech or expression of individuality is a large part of people's lives today. This value of free expression is a paradox value because, although one may be able to express whatever they want, or so they may think, there is the ability for others to "flag" or report comments, delete pictures, basically one can take down or get rid of something by complaining about it to have it taken down if it is offensive or not appropriate. People can also delete or block people as well, so one can't truly express to everyone. However a lot of these restrictions are used for safety as well, so they're not all bad.

Example of Facebook's specifications for restrictions

          Ireland also has it's fair share of value paradoxes in its advertisements and products as well. Take Guinness for example. The famous slogans for Guinness are based around Guinness being good for you. Now Guinness may in fact have good qualities to it and has traditionally been a common cure for many "ailments", however, the facts may not be as actual as they make it seem. The value of "good for you" is not as present when you think of the effects beer has on the body. Sure every now and then a beer can be nice for you, but if you drink too much, there are lots of calories in the beer so you will gain weight and alcohol can be harmful to the liver and other arts of the body if you abuse it. The paradox behind Guinness is that although it may be "good for health", one has to be careful and responsible with consumption because alcohol can be a harmful thing.

Guinness advertisement from the Guinness brewery in Dublin, Ireland. Expresses the "good for you" value.

          Value paradoxes are present in all cultures. As they spread through different cultures, they will not hold the same meanings or contexts, so one must be careful when looking at the audience and consumers to advertise and market to. As for value paradoxes, there will always be another side to the value that is at hand.