The notion of cultural authenticity suggests that each culture creates its own systems of genuine versions of depictions of ‘reality.’ To understand and define the concept, before applying the cultural authentication model to the Thailand deodorant/antiperspirant, or body sprays, basic steps or clues must be understood. One might best comprehend the concept when considering the tourist context, at a hotel. Tourism, as a stage to characterize “local culture to create an impression of authenticity for” visiting audiences is neither completely unique, nor simple to analyze. Also, common sense and observation reflects that many cultures are constantly in the process of self-describing their own rituals. Although specific steps, as learned or mentioned from the text may be valid to a degree, the point of understanding cultural authentication – as a process in the first place – to ‘localize the product,’ rather involves steps for consideration.
In the case of Thailand deodorant and body sprays market, using a cultural authentication gaze, the following was considered. (1) Kind of marketing story is told, (2) Western origination of the product, (3) Whether the need for the product is believable, or if it is just an imposed stereotype, (4) Which people or cultural perspectives/experiences are being portrayed, and (5) Consideration of the power-relationships and intended audience. Also, it is important to note that Thailand also has at least two Asian cultural pockets within its hinterland: Thai, and Laos. The marketing story told concerning the use of body spray products in Thailand is associated with the factor that body odor is so unnaturally offensive, and should be destroyed at all costs. A Thailand commercial for fighting body odor, is so dramatic as to be ridiculous, depicting that natural human underarm smells can make people faint or vomit. Thus, due to exposure to Westernized culture, the use of these types of cosmetics are often coupled with marketing techniques attached to notions of sex appeal.
Information gathered from a 2008 international conference in Paris, discussing cultural authentication in Thailand rendered more analysis. In one report, it was indicated that the Laos population in Thailand frowned upon the commercially marketed products when attached to sex appeal because their culture discouraged “women from exposing their body in public” (“Paris International Conference”). Also, even with varying cultural elements of groups within Thailand, a process for understanding need think about changes, and perspectives across time. Today, wherein digital communications are ubiquitous scores of people from all over the world have been exposed to the dominant Western culture. However, this is not to suggest that the world has become a single, homogenous soup. Also, individualism and collectivism styles in Asian versus Western cultures needs to be taken into account. Hofstede made these ideas famous, and additionally discussed power distances.
Finally, in creating a new culturally localized product one would need to encase Secret deodorant/antiperspirant, or body sprays, in a context that will not offend people in terms of being sexually explicit, overly aggressive towards other people, or portraying non-Asians in the marketing tactics. The context of the product would obviously be presented in a cross-cultural way, yet project images more realistic to the situation in Thailand, and consider the idea of Asian culture being associated with honor, respects, and credibility that is socially acceptable. In this way, a proper cultural authentication analysis may be achieved
Works Cited
“Cultural Authenticity.” Culturalsurvival.org Cultural Survival. Web. 19 April 2016.
“Paris International Conference on Education, Economy, and Society.” Analytrics.org Analytrics. Web. 19 April 2016.
