Products are turned into brands through advertising; in order for a product to be globally successful it has to be known worldwide. There are different ways products are distributed and consumed through advertising, which people interact with in different ways. Messages in adverts are not forced on to its audience but produce a text for its audience who decide what to do with it, whether that be interpret the messages or leave it as intended. Not only does advertising have an effect in every institution in our society but it promotes different cultures, somewhat bringing cultures together based on the images it portrays. “people find ad’s manipulative and powerful, but advertisers themselves find people are sceptical and unpredictable in their responses” this quote taking from ‘globalisation in advertising’ states how we as an audience perceive adverts depending on our status or way of thinking, an audience might perceive an innocent advert to be offensive or negative which advertisers do not intend to advertise however if intended could ruin brands and its advertisers. Advertisers are now not afraid to go beyond, advertising companies such as Saatchi& Saatchi and Ogilvy Public Relations Worldwide have proven to go beyond and to be a success on a global scale. “Theodore Levitt (1983) introduced the term globalisation to present a different view of multinational businesses. He argued that there would be a competitive advantage in some sectors in marketing the same product in the same way around the world”. Myers, 1999. P.58. An example of a great triumph that has given a complex meaning to its diverse audience, using its slogans is coca-cola which is a pioneer example of a global brand. Other examples of a global brand are McDonal...
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...t their representation is not accurate. Like I’ve mentioned advertising is specific type of social communications that impacts our symbolic world however the language and translation for global adverts could cause a backlash as consumers are not always passive readers.
Bibliography
http://www.ogilvypr.com/en/about/clients
http://www.saatchi.com/
http://www.mtv.com/thinkmtv/global/live_8/
http://www.cadbury.com/ourresponsibilities/fairtrade/Pages/ghana-advert-inspiration.aspx
In this Essay: Myers 1999 p. 55- 71
In bibliography: Myers, G (1999) ‘Globalization in Advertising’ in Ad Worlds: Brands, Media, Audiences, pp. 55-71. London: Arnold
In bibliography: Brierley, S. (2001) The Advertising Handbook. 2nd Edition. London: Routledge.
In this essay: Ritzer 2008 p. 385-386
In bibliography: Ritzer, G (2008) Third Edition of McDonaldization, pp 385-389.
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.
It will not be exaggerated if we conclude that we are 'soaked in this cultural rain of marketing communications' through TV, press, cinema, Internet, etc. (Hackley and Kitchen, 1999). But if thirty years ago the marketing communication tools were used mainly as a product-centered tactical means, now the promotional mix, and in particular the advertising is focused on signs and semiotics. Some argue that the marketers' efforts eventually are "turning the economy into symbol so that it means something to the consumer" (Williamson, cited in Anonymous, Marketing Communications, 2006: 569). One critical consequence is that many of the contemporary advertisements "are selling us ourselves" (ibid.)
Although they are regarded by many as threatening to our health, destructive to our environment and corrupting our children, brands are an important part of the postindustrial commercial life.2 Many recent books have been chanting an anti-brand rhyme: Eric Schlosser’s Fast Food Nation (2001), François Dufour and José Bové’s The World is Not for Sale (2001), and most importantly, Naomi Klein’s No Logo: Taking Aim at the Brand Bullies (2000). But still, brands are everywhere: “products, people, countries and companies are all racing to turn themselves into brands — to make their image more likeable [sic] and understandable.”3 Madonna, Canada, Starbucks, Martha Stewart, The European Union, Microsoft are all selling the greatness of being alive, surrounded by their music, culture, coffee, craft, money, software, etc.
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
Along with localizing the product, businesses should adjust their advertising strategy to better suit the intended market in order to “…promote consumer awareness of its products” (Ramarapu, Timmerman, & Ramarapu, 1999). This is the third issue that U.S. businesses should address. Advertising characteristics, regulations, and customs differ between cultures. For example, it may be perfectly legal and socially acceptable to advertise a product on a billboard in the United States, but this practice may be illegal or frowned upon in a foreign market. Researching a country’s advertising customs might be needed in order to effectively target the intended consumers.
O'Neill, Charles A. "The Language of Advertising." The Contemporary Reader. By Gary Goshgarian. 9th ed. New York: Pearson Longman, 2008. 146-52. Print.
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.
Advertising Effectiveness in Different Cultures: Results of an Experiment Analyzing the Effects of Individualistic and Collectivistic Advertising on Germans and Chinese retrieved from http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=11732
The article discusses brand management on a global scale. Marketing across cultures can be done with Theodore Levitt's idea for exploiting the "economics of simplicity" with standardized products, packaging, and communication. Global brands become symbols of cultural ideals; therefore, transnational companies have to offer a high-value product that deliver the cultural myths consumers are looking for. The Global Brands Study found consumers associate global brands with three characteristics (quality signal, global myth, and social responsibility), which are used to evaluate them when making purchase decisions. Global consumers are segmented into four categories: global citizens, global dreamers, anti-globals, and global agnostics.
One of the issues that I found compelling due to all its contradictions is the so-called "cosmopolitanism" as an identity mark of the advertising men (as it is highlighted by "Apostles of Modernity" and "Sold American", too). How was possible to build up this self-perception in a profession that happened in a desk, from 8 am to 5 pm? How much cosmopolitan was this? To me, this is also part of what McGovern points out on the distinction as a key force that plays a role both in advertising men and advertising as an industry itself. This operation -being cosmopolitan, being distinguished from the mass, being the Opposite to the others- defines the world in which the ad men and the Other (women, children, blacks, immigrants, workers, and so on, they were undistinguishable) lived -and still
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
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.
Guo, X. (2013). Living in a Global World: Influence of Consumer Global Orientation on Attitudes Toward Global Brands from Developed Versus Emerging Countries. Journal Of International Marketing, 21(1), 1-22. doi:10.1509/jim.12.0065