HSBC “Point of View”
HSBC’s new advertisement campaign aims to celebrate the fact that people have different points of view. They called it “Your Point of View”, and it was intended to bring to light the different interpretations that people have when shown the same image. These interpretations are supported by one’s individual priorities and values in life, and it is these values that form the basis of many important decisions (i.e. choosing the right bank).
The basis of these ads is to challenge people to address their own principles and discover what drives and motivates them in their daily lives, and encourage intercultural understanding. Crystallizing HSBC’s global premise that “different values make the world a richer place,” they summarize one’s global outlook that acknowledges and respects the fact that people value things in very different ways.
This campaign began in 2005 and has been through a few phases of evolution. Initially, HSBC released a series of ads with 2 images, with opposing one-word interpretations written across each picture. These images would then be shown again, but with the interpretive-words switched around. This would show how drastically different two people’s points of view can be.
Example 1: “Trendy”
The first piece to be examined was released in 2006 and is titled “trendy” (see fig 1). This image shows a contemporary tattoo versus a henna tattoo and inverts their labels of “trendy” versus “traditional”. This ad explores how different cultures view this type of body art. To most people from a modern, industrial background, the tattoo designed at a parlor is fashionable and modern, whilst the henna tattoo is customary and démodé. However, to someone from Arabic origins for example, the opposite is true. This ad is a clear example that one’s culture affects one’s view of what is tradition, what is atypical.
(Fig. 1)
Example 2: “Tedious”
The second ad to be analyzed is called “tedious” (see fig 2) and clearly distinguishes between male and female perspectives. It shows an image of men playing cricket, and another of a woman performing ballet. The labels for these images are “tedious” and “riveting”. Depending on one’s background and interests, these activities could derive in their scale of interest. For example, to a typical man for whom competitive sports plays an important role in life, the game of cricket may be intense and exciting – whilst ballet is a slow, boring dance. To an artistic, sophisticated woman, ballet is a beautiful, graceful art and is therefore riveting in its own way, whilst cricket is a rough, uninteresting game. This ad shows how certain aspects of one’s identity (e.g. gender, age…) affects what one enjoys and appreciates.
(Fig. 2)
Example 3: “Useful”
The third ad to be discusses is called “useful” (see fig. 3) and shows the difference in perceptive between people who have difference beliefs in medicine. It contrasts a packet of pills and a sack of herbs, and labels them as “useful” and “useless”. Depending on how one was raised and what one believes, either of the two types of remedies may be considered effective. To those with scientific backgrounds, the pills will seem useful whilst the herbs are nothing but a placebo – but to those who have always been treated by homeopathic medicine and believe in its effectiveness, the herbs will be seen as useful, and the pills unnecessary. This advertisement puts into question what we believe in, and why we choose to believe this.
(Fig. 3)
First Evolution of “Point of View”
In 2007, HSBC evolved their ads and changed the format slightly. This movement was called “Different Values”, and consisted of a single image repeated three times, with a different one-word interpretation imposed over each photo. The basis of these ads was the same as before, but it further explored how one’s identity affected one’s word association.
For example, they released the image of a beautiful patterned rug, and labeled it as “décor”, “souvenir” and “place of prayer” (see fig 4). Depending on one’s background, either of these labels could be suited. To the upper class, this carpet would be a simple symbol of money, and would serve no purpose other than to decorate their home. To a tourist, this could be an artifact and a symbol of a different culture – attaching little importance to its purpose or aesthetics, but rather what it represents. To a member of the Islamic community, this carpet characterizes a place of prayer and has a holy connotation. This new branch of ads was more thought-provoking than the previous, as it made observers put into question what a simple object represented to them and why.
(Fig. 4)
Second Evolution of “Point of View” & Language
Later that same year, these ads were evolved again, this time using the same one-word interpretation, but showing three different images. These ads clearly demonstrate how words mean different things to different people. This is when language comes into play. No language is neutral as any use of communication exhibits and attitude. The Sapir Whorf Hypothesis states that a language’s nature affects the thinking of the user of that language, and that that is what carries one’s identity.
In the example below (see fig. 5), the word “security” clearly has various meanings, according to different people. It can be a peaceful island vacation, far from the hectic lifestyle back home – perhaps for those who live in the city and who dream of being in a haven of calm. It can also mean a teddy bear that one can hold onto for comfort – most likely for children. And security can also just mean a password that protects one’s information – to anyone whose life revolves around privacy. This ad clearly proves just how much language is affected by one’s identity, and how one’s notion of security is linked to one’s identity.
(Fig. 5)
TV Advertisements
More recently, HSBC has released TV ads, which also focus on cultural differences and non-verbal communication. This ad can be see here:
This ad begins by contrasting the routine and costumes of American and Japanese company meetings. In America, the company CEO tries to save time by having standing meetings, because of the hectic lifestyle that comes with any typical corporation. Meanwhile, in Japan, the company organizes sit-down meetings with food, where everyone can take the time to consider what is being discussed. This in itself is a clear example of difference in cultural behavior, and this later leads to misunderstanding between the two chiefs of company, as they do not know how to interact with each other.
Also in this ad, the subject of gestures is explored. A tourist is seen exposing the soles of his feel in Thailand, where this is a rude gesture. A passer-by attempts to hide her view of his feet by gesturing with her hand – and this, in turn, is a rude gesture in parts of Greece. This is non-verbal communication varies greatly in different cultures, and this often leads to misinterpretations.
A second video advertisement deals with the issue of personal space, and how this varies from culture to culture. In this example – which can be seen on: – a European tourist goes to Mexico and is shocked at how close and intimate people get to him. He is apparently accustomed to his personal space being roughly the space of an arm length and is uncomfortable with the proximity of the Mexican people. This humorous ad shows how culture effects one’s non-verbal communication, such as body language and interactive synchrony.
Conclusion
HSBC believes that difference is what makes us who we are. For their new line of advertisement, they clearly did some in-depth analysis of cultural differences and explored many aspects of communication in their new line of advertisements. The overall message of these ads is that it is always better to be open to other people's point of view, and that it is important in understanding cultural differences. The purpose of HSBC releasing these ads is to prove to potential costumers that HSBC is an international bank that knows how to deal with intercultural situations, and it therefore targets companies who deal with international transactions.
Works Cited
Hall, Stuart. “New Ethnicities” In Race, Culture and Difference. Edited by A. Rattansi and J. Donald, 1992.
HSBC (Last accessed on April 2nd 2009)
Levi-Strauss, Claude. “Race, History, and Culture.” Intercultural Communication: a Global Reader. Jandt, Fred. Ed. London: Sage Press, 2004. 3-8
