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Advertising for the Global Market The key to global success in branding, advertising and

Global Branding. Here we will take a look at several commercials, with some being less globally sensitive than others. We will discuss each commercial's strengths and weaknesses in terms of the possibility of connecting with a global audience.. France. Depicting a war zone?At first glance this may seem like a cool take on an action film, until the commercial provoked thoughts about its relativeness to a war zone. It is hard to imagine this commercial airing in a country such as Iraq or Afghanis9441

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Advertising for the Global Market The key to global success in branding, advertising and

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    1. Advertising for the Global Market The key to global success in branding, advertising and/or marketing is not homogeneity. It is, in fact, localization. SDSU EDTEC 700  |  SP2010  |  Erica Preston

    2. Global Branding Here we will take a look at several commercials, with some being less globally sensitive than others. We will discuss each commercial's strengths and weaknesses in terms of the possibility of connecting with a global audience.

    3. France Depicting a war zone? At first glance this may seem like a cool take on an action film, until the commercial provoked thoughts about its relativeness to a war zone. It is hard to imagine this commercial airing in a country such as Iraq or Afghanistan, as it would seem to come across as insensitive to their local reality (unless desensitization was at a level that this might be taken as cynical humor, but that scenario seems far fetched). Showcases agility and speed  From a branding standpoint, the point attempted to be made is advertising the car's speed and agility. A suggestion would be to swap out the paintball shots raining down from above to some other common obstacle, that is less violence-oriented.

    4. Columbia Parody on well-known political event Seen around the world -- this video clip of an Iraqi television journalist throwing both of his shoes at President Bush was of symbolic measure, according to correspondents. Columbian laundry detergent maker Blancox uses the clip in a satirical way here, aside from positive Columbian - U.S. relations. Interestingly, this commercial may work in many more parts of the world than one might expect. Supporters and non-supporters of Bush alike, even in the states, might get a kick out of it. Does your detergent smell as soft as flowers? From a branding standpoint, the makers of detergent could have used something more relevant to their product, such as dirty clothes, instead of a bouquet of flowers in place of the pair of shoes....

    5. Czech Republic Danger! First, talk about "don't try this at home"!  In the U.S., real candles are not used to light and decorate Christmas trees, because it's a fire hazard (as seen here).  However it is custom in the Czech Republic to use real candles. Second, Skoda is a make of an auto, and also happens to mean "danger" in Czech. It's like having a car named "watch out" in the U.S. Interesting facts so far, right?  Not to mention the fact that the character representing Yeti catches on fire! Lost in Translation Something must have gotten lost in cultural translation, because it doesn't seem to have a connection to the product being advertised, especially not in a positive way.  Is the point that Skoda Yeti autos are resilient?  Fun to have around?  Cause commotion?

    6. India Cultural body language The brand name may be "Thums Up", but the logo itself denotes a "thumbs up".  In Iranian culture, this ad would convey flipping people off, as the middle finger does in the United States. Well known, name brand backing This is a Coca-Cola brand of cola for the India market.  As un-local as the thumbs up logo may be for one country, it is quite the opposite for another.  The logo was based off the Thums Up mountain in India. Localization The saving grace here is that Coca-Cola has numerous brands under its parent company name, many of which are like Thums Up - branded specifically for the local market.

    7. Australia Taking the idea of global branding, well, global.

    8. visit www.adsoftheworld.com to view a large selection of global tv commercials, print ads, and more.

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