Study Abroad: Week Four

As they say, all good things must come to an end, and that is the case for my study abroad trip. Spain has been more amazing than I could have ever imagined. This trip has taught me so much about myself, but it has also opened my mind to the concept of international advertising and journalism.

You always hear about how different things can be abroad, especially advertising and marketing, but now I fully understand how much a culture can shape the way a brand is perceived. In the U.S., there are many subcultures within a larger national culture. In Spain this is also the case, but not to the same extent as the U.S. (in my opinion). Within the country of Spain, many people share the same religion and the same language. Also, many people living in Spain have family roots dating back to before the U.S. even existed. All of these factors play a part in how Spaniards view the world and how they receive marketing.

In the U.S., there is a national identity that everyone can somewhat relate to, but there are millions of other identities as well. This is due to the fact that the U.S. is made up of cultures from all over the world. Some families have ties in Asia while others have ties in Mexico. To understand these subcultures in the U.S., it is extremely beneficial to experience the places that these cultures call home. Otherwise, one might assume that the cultures in Mexico are very similar to those in Spain when that could not be further from the truth.

In short, I have learned that traveling and/or experiencing other cultures can make a huge difference in how effective advertising and journalism can be. I also believe that this trip has made me a better candidate for future jobs because I know what kind of information to gather when planning for international advertising campaigns.

Additionally, one of the biggest realizations that I had while being in Spain was how connected the fields of advertising and journalism really are. You cannot have one without the other. Without journalism and its platforms, there would be less territory for advertisers to use as marketing space. Without advertising and the revenue it generates, journalism publications and organizations would not be able to continue reporting the truth.

In the future, I hope that I remember that you really cannot judge a book by its cover. I know, I know. That is the cheesiest thing I could’ve said but it sums up my experience perfectly. It is impossible to fully understand a culture from the outside. You can make assumptions about their beliefs and values, but you will never know the truth until you look inside and experience it for yourself.

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