The term ‘global’ brings implications of a sense of ‘togetherness’, global advertising therefore suggests marketing to the world as a sole unit. The pioneer of global marketing was Theodore Levitt, ‘he insisted that companies should start thinking themselves as global rather than multinational’ (Barnet, 1994: 168). ‘The global corporation treats the entire world as if it were a single entity and sells the same things in the same way everywhere’ (Leiss, Kline, Hally, 1997: 171). However this generates question over the possibility of the success in ‘global’ advertising in a world of individual consumers. In a society where we are bombarded with over three thousand advertisements per day it is self evident how the advertising industry have evolved in our world of globalization. Global brand recognition transcends national boundaries, exhibiting the power of advertising. The concept of advertising in a ‘global’ manner is good in terms of economy despite this it still indicates it’s own contradictions inherent in such media. Aside from the obvious language and translation barriers, the employment of the same imagery and phrases signifies the same values and meanings; this is built upon the assumption that every individual possesses the same cultural, social and political values ‘there remains a need for all sorts of local knowledge in the agency and local modifications in the campaign’ (Myers, 1999: ). This notion is supported through the promotion of (Robertson, 1995) ‘glocalization’ – the adaptation of global products to cater specifically for local market segmentation. Global advertising also insinuates the problem of cultural imperialism, when looking at the global leaders in terms of advertising it is heavily dominated by wester...
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...f the pivotal role advertising has played in globalization, ‘advertising can be a significant source of information about a culture and the value orientations of a society’ (Englis, 1994: 41). It is therefore important to consider that the international advertising and marketing of a product is generally one country’s conception and cannot necessarily thrive in heterogeneous market.
Works Cited
Barnet R.J & Cavanaugh J (1994) Global Dreams Imperial Coroporations and The new world order, Simon and Schuster.
Englis B.G (1994) Global and Multinational Advertising, Lawrence Erlbaum Associates.
Leiss et al (1997) Social Communication in Advertising, 2nd edition, London: Routledge
Myers G (1999) Ad Worlds: Brands, Media, Audiences, London: Routledge
Mueller B (1996) International Advertising: Communication Across Cultures, Wadsworth Publishing Company.
A company will want to know the power and effectiveness of their ads and about the society it is marketing to. This is why companies need to know about the cultural role of advertising, not the marketing role. The cultural role tells an organization not only about the values but also the notions of good and evil, and mortality and immortality. This information is important as it helps them to formulate their advertisements in a way that deeply affects the emotions of their consumers.
Evidently the best locations to gather information will probably consists of bars, clubs, and liquors stores. As a result they can possibly figure what type of audience is drinking their beverage from country to country. They might even come close to showing certain types of commercials and ads in selected countries. Since people living in foreign countries tend to have different ideology, styles, and cultures. This factor can also be a major impact towards the demography. This can lead the company to examine the aspects of each country and attempt to market a relation towards their consumers. Thus the power of advertising is stronger than what we imagine. We can simply throw any relational principle towards the audience. If done effectively it can cause a formidable following.
Belk (2004)have explored the effects of global and local advertising in China, specifically the effects on the consumer views of foreign brands and Chinese brands. The study was conducted with a group of participants of 40 people, with age groups ranging from 20 to 65. The research has found that the responses from the participants were divided in to two. The first segment of participants exhibited preferences favorably directed towards the more globalized views. The other segment of the group was in favor of stronger preservation of Chinese values hence the positive view of local origin products. Furthermore the study has found that the larger part of the participants were still in favor of the western advertising appeals. These western advertising appeals were described to be seen as cosmopolitanism, excitement, modernity, quality, technology, and beauty by Zhou and Belk (2004). However this does not mean that there was an abandonment of feelings of national pride, patriotism, or Chinese values, exhibited by the
Advertising in Canada has taken measures to assure that it will not be overcome by the United States or any other foreign country. They have established rules that keep Canadian citizens prevalent in the Canadian advertising industry. These regulations make it possible for Canadian advertising industries to survive and succeed. Canada has grown their advertising services tremendously over the last forty years and will continue to do so. This has been possible with the change towards global marketing. Advertising agencies have done a great job in adapting to the increase in multinational accounts and firms. Canadian advertising agencies have formed strategic alliances with international companies to make this possible (Strategies). Canada’s advertising agencies will continue to grow in size and profits to better themselves, the consumers, and their client
O'Neill, Charles A. "The Language of Advertising." The Contemporary Reader. By Gary Goshgarian. 9th ed. New York: Pearson Longman, 2008. 146-52. Print.
In the east of Asia lies the sixty second largest country in the world, Japan. It has one of the strongest economies in the world. The Japanese is known for the unique clothing, food, hot springs and cherry blossoms. They have a unique way of life influenced by their culture. A culture would also influence how an advertisement would be illustrated when targeting a specific culture. The way the selling message is disseminated will be altered based on how a culture communicates with one another. This essay will be discussing how the Japanese culture can be captured through advertisements and how advertisements can be adjusted from an Asian audience to suit an American audience.
The two main arguments that indicate the drawbacks of this approach of global imaging are cultural differences and local laws. Not in every culture can be expected to be open for this kind of marketing. A negative image on the home country can contribute to a negative image of the brand. Also local laws and regulations can cause problems. Some part of the global marketing can not be done because countries have laws against using or saying certain things in the ads.
The first decade of the 21st century has seen globalization and identity emerge as the most critical challenge to society. Globalization has seduced consumer appetites. This has led for those consumer identities to be exposed to global advertising focused on the designer car, the latest clothing or the newest piece of architecture.
This film dealt with advertising and the techniques used today as a way to sell products and services while raising the question as to whether there are more brands in need of a real purpose. Furthermore, it worked to explain some the difficulties found within advertising such as reaching the consumer as well as the evolution of marketing.
Multinational Companies like Microsoft, HP, Dell, IBM, Sony, Pepsi, coca-coal etc., spend enormous amount on advertising and are constantly trying to find out what their consumer want.
Mooij,M de.2004.Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. Sage, Thousand Oaks, CA.
Sinclair, J. (2012). Advertising, the media and globalisation: A world in motion. New York: Routledge.
The fast food industry’s giant- McDonald’s has become the best-know fast food brand in the world. It employs advertising, sale promotion, public relations and sport sponsorship to promote McDonald’s as a global image (Vignali, 2001). In communication context, the maxim “brand globally, advertise locally” (Sandler & Shani, 1993) is McDonald’s promotio...
...maintain that advertising exists primarily to create demand among consumers. People have certain types of wants and needs, and they are perfectly capable to discover it for themselves. People today just need food, clothing and shelter everything else is superfluous and additional stuff. Advertising are able to create demand that would not exist just by manipulating people’s min and emotions. Advertising is master in manipulate reality and fantasy, by creating “magic show.” It is true that advertising has been a powerful mechanism that distorts our whole society’s values and priorities. On the other hand, advertising educate people about several issues. In political terms, it moves mass of people and persuade them to vote for a candidate. And, of course, in terms of economy, contributes in the development through the consumption of the costumer.
Global marketing is the marketing of global organizations that lead their production and marketing activities, considering the whole world as one big market, where its regional and national differences do not play a decisive role. [1]. Companies should view the world as a potential market to compete with the markets of other countries because companies cannot longer afford to pay attention only to its home market. Many industries are global industries, and firms operating in the international market are seeking to reduce costs and increase popularity, whereas the global marketing is associated with higher risk because of the instability of exchange rates, unstable governments, trade barriers, protectionist measures and other factors.