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Global Advertising and PR

Global Advertising and PR. Meeting 13. Public Relations. PR is Western, but how did Germany use it? PR in developing nations is located between material and nonmaterial aspects of culture. How does this differ from Western PR? Democratic propositions:

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Global Advertising and PR

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  1. Global Advertising and PR Meeting 13

  2. Public Relations • PR is Western, but how did Germany use it? • PR in developing nations is located between material and nonmaterial aspects of culture. How does this differ from Western PR? Democratic propositions: • Cultures with lower levels of power distance w/ hi levels of worker trust will develop good PR • Orgs in cultures w/o above when personalities foster participative org culture

  3. Advertising Technology • London -film ads on subway walls • Scents to enhance brand image • Internet ads/ Google • Shows with product stars

  4. Advertising Executional Styles • Announcement - facts, message,or corporate presentation; no people; voice-over, music; GE, Mobil; Spain So Africa • Pure display - product as appearance; fashion, jewelry, perfume; • Association Transfer - lifestyle, metaphor, celebrity; France, Italy

  5. Ad Styles 4. Lesson - facts and arguments; no interaction or dialog; US, Western Eur • Presenter; Germany • Endorsement / testimonial; Japan • Demonstration • Comparison; US • “How to”

  6. Ad Styles 5. Drama • Slice of life; Sweden, Italy • Problem solution • Vignettes • Theater; France, Belgium 6. Entertainment; Sweden, Japan • Humor • Play with product as actor

  7. Ad Styles 7. Imagination - fictional; Spain, UK 8. Special effects -cartoon, animation, visual; UK, South Africa, Spain

  8. Social Values for Ad Use • Self-fulfillment: Japan + Germany - • Belonging: Norway + France - • Security: Germany + Russia - • Fun: France + Norway - • Self-respect: Denmark + Japan - • Sense of Accomplishment: US + Germany -

  9. Postmodernism • Will organizations pull us into an era of conformity and authoritarianism? • Will individualism bring a cultural eruption? • Will fragmentation of self and society prevail? • Are 1st, 2nd, 3rd World categories valid?

  10. Traditional Consensual; media for information Hierarchial; communication between social unequals Modern Pluralistic Shared constructions of reality Egalitarian Societal Differences

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