Reflection and Application Report (chapter 4)
The Impact of Cultural Differences in Global Advertisement
Dr. Yikuan Lee
L’OREAL - COSMETICS The Asian women related beauty with white skin. L’oreal lunch the revitalift product as “Revitalift White” as a method to reduce the signs of ageing. They chose a very young Asian model
In western societies, to market a beauty product as whitening product could result offensive or racist. The same product, Revitalift is clearly focusing just in reducing wrinkles, word that is not used in the other ad. Also they use mature famous actress to show the results. The standards of beauty are quite different.
達美樂 , 打了沒？
DaMeiLe, DaLeMei?
The rhyme of humor: “Daddy’s Hungry, I’m Hungry.”
In 1995, the brand awareness went from 3% to 15% in 6 months.
Now, Dominos has 137 stores in Taiwan.
Domino's Ad Featuring Japanese Computer-Generated 'Vocaloid' Hatsune Miku
http://kotaku.com/5989097/this-dominos-pizza-commercial-is-truly-bizarre
Pizza, you will fall in love with
~ Poland, Europe
Double cheese, double ham
~ US
Sony PSP ad in Netherlands
This image seems okay in Netherlands
US consumers see it as racially incentive.
PlayStation Portable White is Coming!
Dolce & Gabbana ad International
US:
Artistic and sexy
Italy and Spain:
A rape scene
Ads of Samsung Galaxy in the world
Samsung Galaxy in the USA. The slogan: Life companion
Samsung Galaxy Dominican Republic Translated as: “Your Lifetime Partner”
A little bit more “romantic” connotation
Also the image is more relaxing and romantic than the one used in the US
India: It says “Local Translator Included” Very ethnic
In Madrid, Spain, a subway station actually posted the name of “Galaxy” for some weeks. This station (Sol) is like Union Square in NYC.
Ads of Nike in Latin America
They launched a campaign having Soccer as a protagonist.
In Latin America the soccer is almost a religion. The campaign feeds the rivalry between countries as Argentina and Uruguay, historic big enemies in soccer.
It is a campaign considered aggressive.
Argentina
Live to leave our lives in each ball
Let’s defend what is ours, and take what is theirs
Uruguay
To win is not important, it is the only thing.
Dominate any Neighborhood (country)
General Ad for the Campaign
McDonalds in Japan
They use a version very sexy of the McDonalds clown that has been controversial in the USA for being considering sexiest.
This ad has also been considered sexiest or offensive for women, even thought the intention was to be funny.
EX: Global ad
Theme: The impact of cultural differences on global ads
Examples of ads that are so different due to cultural effect
Attach the ads (photos, youtube site…etc)
Attach the article that your site
One-page write up on how national culture contribute to the differences of these global ads