Katherine Toland Frith's Advertising and Societies: Global Issues (Digital PDF

By Katherine Toland Frith

ISBN-10: 0820462071

ISBN-13: 9780820462073

ISBN-10: 0820472875

ISBN-13: 9780820472874

[I]Advertising and Societies: worldwide concerns [/I] offers a global standpoint at the perform of advertisements whereas interpreting many of the moral and social ramifications of advertisements in worldwide societies. It illustrates how concerns reminiscent of the illustration of girls and minorities in advertisements, ads and kids, and advertisements within the electronic period have relevance to a much broader international neighborhood. This e-book offers students and practitioners with a entire overview of the literature on ads and society and makes use of functional examples from overseas media to rfile how international advertisements and worldwide purchaser tradition function, making it an quintessential examine instrument and beneficial for school room use.

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Extra resources for Advertising and Societies: Global Issues (Digital Formations, Vol. 14)

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In parts of London, where a large proportion of the population are immigrants from India, you can get a McChicken Korma served on naan bread and have Bombay spices on your fries. 3 shows how some corporations are able to take a global product and localize the marketing and advertising. In Japan, where they have over 2,000 outlets, McDonald’s have adjusted their advertising and marketing to fit into the Japanese culture. They even renamed Ronald McDonald “Donald McDonald” to make it easier for the Japanese to pronounce.

177). Cultures are typically not perceived as either high or low context, but, as the diagram shows, are arranged along a continuum. Note that this continuum should not give the impression of equal intervals. The differences between communication styles in high- versus lowcontext cultures have direct implications for advertisers. Messages constructed by writers from high-context cultures might be difficult to understand in low-context cultures because they do not come to the point. Similarly, messages constructed by writers from low-context cultures may be difficult to understand in high-context cultures because they omit essential contextual material (Wells, 1987).

Walter Thompson, stated, “I have seen a staggering change in the last three to five years in favor of finding regional strategies” (Medium and Message, 1996). While not every advertiser finds a message that resonates regionwide, nevertheless the number of products going Pan-Asian is expanding. It started with luxury items and soon broadened out into a wide array of consumer and packaged goods. Kodak, for example, launched its first Pan-Asian venture, a campaign for Kodak Gold II, in 10 different countries using the same basic strategy (Medium and Message, 1996).

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Advertising and Societies: Global Issues (Digital Formations, Vol. 14) by Katherine Toland Frith

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