Travel Scoops — Who wants truth in advertising? Australians: “yes”; Americans: “maybe not so much”

Homebaked, fresh bread -- a must for Vegemite

Concentrated yeast extract: aka. Vegemite.

Steph’s note: I’d like to introduce a new feature, “Travel Scoops,” in which I will highlight travel observations, interviews, news and finds. 

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How do cage eggs, scones topped with clotted cream, toast spread with concentrated yeast extract and coffee pressed by a plunger sound for breakfast? To an American, these items sound more like a line-up rejected by the Food and Drug Administration. Many Australians, however, gladly consume these products at “brekkie.” In fact, they may even flashback to childhood while eating some of these comfort foods.

french press with plunger

A French Press.

USA: Glam it up

Americans, instead, go for “farm fresh eggs,” “scones with “Devonshire cream,” and coffee made in a “French Press.” Forget the concentrated yeast extract (Vegemite) altogether. Americans, who, occasionally, are accused of being superficial, want products to have pleasing connotations. Remember, we’re talking about a country where the government has referred to torture as “enhanced interrogation,” and sports organizations admit that athletes use “performance enhancing drugs” rather than steroids. We definitely like things enhanced — or at least glammed up a little. I once worked for a temporary agency that offered me a “paper manipulation” gig. You mean filing?

Dumb ways to Die poster

Australia: Tell it like it is.

Recently, while living in Australia for one year as an exchange teacher, I noticed Australians, on the other hand, are direct and straightforward. They don’t sugar coat anything. After all, this is a nation that labelled Vegemite, its favorite spread, as “concentrated yeast extract;” created boots called “Uggs;” named a popular discount retail outlet, “The Reject Shop;” and promoted train safety with the hugely successful public service campaign dubbed, “Dumb Ways to Die.”

You are what you market.

Essentially, the product names and the marketing messages of a specific country tell us quite a bit about that nation’s personality. In fact, marketing, in general, reflects the tastes, attitudes and values of a nation’s citizens.

For example, since Australians are typically direct and, of course, “no worries,” those character traits influence their marketing strategies. “Australians tell it like it is, and we don’t stand for bullshit,” says my Aussie friend, Amy Frazier, who is a photographer and language arts teacher. “We don’t beat around the bush.” 

toilet

Australia: Time to use the “toilet.”

Straightforward communication is just part of life in Australia where, daily, I heard newscasters announcing which streets were hosting active speed cameras. “Take it easy driving on Cheltenham Parade today. The cameras are on.” Public Service Announcements warning about flu season show snot and mucus spraying full on from convulsing noses and contorted mouths. Additionally, in public places, people ask to use the “toilet” rather than the “bathroom” or “restroom.”

USA: “Toilet” = TMI

While Americans appreciate the truth, we also cringe with too much information. When I taught high school in Adelaide, I was somewhat stunned the first time a student said: “Excuse me, Miss, I need to use the toilet.” Whoa, I don’t really need specific details. For Americans, “toilet” already is implied in “bathroom.” On the contrary, according to Scott Hill, another one of my Australian teacher friends, “When some of my kids say, ‘Can I go to the bathroom,’ I say, ‘What? Are you going to have a shower?”

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