Global Media

1. Global Media By Ria Gajjar

2. Overview • The Advertising Industry has grown rapidly over the last few decades, and now operates on a worldwide scale. Global advertising revenue is estimated to be at $500bn. • This is because advertising is absolutely key in making a product. Advertising allows companies to promote their products to a wider scale of people, and through different mediums, such a TV, print, radio, and more recently, the internet. • Advertising has developed through 5 major stages: domestic, export, international, multi-national and global. • Global advertisers have four business objectives: building a brand while speaking with one voice, developing economies of scale in the creative process, maximising local effectiveness of ads, and increasing the company’s speed of implementation.

3. Fashion Chanel • Chanel has used many acknowledged celebrities to advertise their products, one of the most famous being Marilyn Monroe back in the 1950’s. Since then they have used Nicole Kidman (2005, Chanel No.5) and Audrey Tautou (Coco Avant Chanel), and Keira Knightley (Mademoiselle). • Marilyn Monroe, an icon even today is famously linked with Chanel No.5. She is quoted as saying “What do I wear in bed? Why, Chanel No.5, of course”, and also bathed in water dosed with an ounce of the perfume. • Nicole Kidman’s advert for No.5 was called No.5 The Film and was directed by Baz Luhrmann. Baz also directed Moulin Rogue, which starred Kidman. • Audrey Tautou is the French actress who played Coco in the movie Coco Before Chanel and is now a spokesperson for Chanel No.5 • Keira Knightley also portrayed a younger Coco Chanel in the advert for Mademoiselle.

4. Mademoiselle

5. L’Oreal • Cheryl Cole is known in England as the ‘Nation’s Sweetheart’ and is widely used over the country to promote L’Oreal’s products. But as she isn’t well known over the world, L’Oreal use other celebrities in their advertising campaigns. Models include Eva Longoria Parker, Penelope Cruz and Frieda Pinto. Penelope Cruz is a well known actress, and Eva is rapidly becoming an international star as she starts to find her way on the big screen. Frieda Pinto starred in the blockbuster Slumdog Millionaire, making her known globally, but particularly in India. Although L’Oreal previously used Bollywood superstar Aishwarya Rai in their adverts, Frieda is more well known due to her role in Slumdog Millionaire.

7. Alcohol • Alcohol companies must be extremely careful when advertising their product, as different countries have different rules and regulations. In some countries, the advertising of alcohol is minimal, for example, in Malaysia. Alcohol advertising on radio and television was outlawed in 1995, and companies must now try and promote their products through non-Malay newspapers and magazines, and also through the sponsorship of concerts and events. • In Sweden, alcohol advertising is generally banned, although it is permitted for “light beers”. This is an advantage for medium and strong beers which share a name with the advertised light beer. • Celebrities are not used to advertise alcohol, unsurprisingly. This is because the public look up to and aspire to be like celebrities, and alcohol is something which affects your health.

8. Alcohol Advertising Rules and Regulations Here are a set of guidelines that alcohol companies must abide by when advertising their product. They were set the European Union and World Health Organisation (WHO): • "it may not be aimed specifically at minors or, in particular, depict minors consuming these beverages; • it shall not link the consumption of alcohol to enhanced physical performance or to driving; • it shall not create the impression that the consumption of alcohol contributes towards social or sexual success; • it shall not claim that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts; • it shall not encourage immoderate consumption of alcohol or present abstinence or moderation in a negative light; • it shall not place emphasis on high alcoholic content as being a positive quality of the beverages."

9. An advert used by the Italian Institute of Health in a bid to put pregnant women off drinking. Promotional buses are used to advertise alcohol. This bus in San Francisco is promoting the beer, Corona As you can get both pro and anti alcohol adverts, there are major differences. For example, anti alcohol adverts tend to be more sinister and use dark reds and blacks to relate to the dark side of alcohol, whereas pro adverts use brighter colours in order to attract consumers. Pro adverts are also either humourous (Have You Got A WKD Side?) or relate to the young adult generation of today, for example, being set in a nightclub. The paces are also different; anti adverts are slower, so they can get their message across clearly to everyone, where as the pro adverts are faster paced which would relate to the effects of consuming alcohol.

10. On the other hand... Got Milk? • Got Milk is phrase which is globally known and has used an endless amount of celebrities for endorsement. This is an effective method, because milk is healthy, and using different celebrities, especially newer ones, shows that everyone is drinking it. Secondly, newer celebrities are usually more popular than older ones for some time, so using them is an even more effective way of advertising milk. However, the downside to this is that people from different countries may not be familiar with new celebrities. For example, in countries such as Russia or India, very few people may know who The Olsen Twins are. Therefore to make the campaign more successful, they should choose icons from each country to endorse the product.

12. Adidas • Adidas recently launched their ‘Adidas Originals’ campaign, which was a celebrity house party. The cast included N-Dubz, Mr. Hudson, David Beckham, Missy Elliott, Katy Perry, Estelle, The Ting Tings and many more. This was an effective advert, because it not only incorporated the fun celebrity lifestyle, but a house party is something the younger generation of today in particular can relate to. The fact that they used various celebrities from different countries was effective as it could apply to different nations, but they also used David Beckham who is a globally known footballer.

14. Advantages and Disadvantages • Companies must be careful when using celebrity endorsement, as celebrities can go from being loved to hated in a very short space of time. Even if they are not at fault, the press can create bad publicity for celebrities which means bad news for any the company they are advertising. • Gillette is known for using sportsmen to endorse their products. Examples include David Beckham, Thierry Henry, Roger Federer and Tiger Woods. But when the press discovered that Tiger was having numerous affairs, his reputation fell, he was greatly disliked by most of the public and Gillette promptly dropped him from their campaign to avoid his bad publicity spreading to them. • This can also mean good news though. For example, when it was revealed that Ashley Cole had cheated on his wife several times and Cheryl filed for divorce, all of England became sympathetic towards her which was good news for L’Oreal. The media kept us updated on what was said to be a “tough and depressing time for Cheryl” and within a few days, she had become the nation’s sweetheart, a title which is associated with her even now that the split is well into the past.