Symbolism In Advertising

Global advertisers must continuously adjust their symbols depending on the region that they are trying to reach. Symbols can be religious, social, or educational. The message of the advertisement may stay the same internationally but the imagery used has to change based on the region. Color is also something that differs regionally. Different cultures have different associations with different colors and companies must take that into account if they don’t want their advertisements misconstrued. In Asian cultures, white is linked to death and funerals. Whereas in Western Cultures, white is associated with purity and life. Detergent commercials in Asia can’t use the color white like they normally would in their advertisements to Western cultures

French also has its own uses in advertising. Having a product be in French made attitudes more positive for hedonic products that rely on a sensory experience. Cheese and wine, for example, sounds more interesting in French. The brand type being in French was much more effective than having a label that said Made in France and the brand name being translated into the primary language of the country. Advertising strategies like this lead to more interconnected culture where products are sold all over the world and different languages appear in every super market. It also leads to the perception of a more cosmopolitan consumer who is worldly in their purchases. Buying products isn’t about getting the necessities for everyday life, it’s about defining who you are by what you by. Each brand is trying to get their customers to make the brand a part of their individuality that they identify with whether they do this with language or with another advertising strategy. Music is another addition that can help increase the effectiveness of a global advertisement. A popular song in one region being played in the background of a commercial can add the local appeal that a product needs to help it sell. Music can also set the tone of a commercial and can help make the consumer feel the way that advertiser wants. An upbeat song can make the consumer feel that buying the product will also make them feel upbeat and happy. Music can also be easily changed in different countries without having to completely change the main video for a digital