GLOBALNE STRATEGIE REKLAMOWE W PRZESTRZENI WIELOKULTUROWEJ
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Date
2007
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Wydział Prawa i Administracji UAM
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GLOBAL ADVERTISING STRATEGIES IN MULTICULTURAL SPACE
Abstract
Studies of international advertising continue to receive much attention by entrepreneurs as well
as scientists. Global versus local advertising is something that multinational marketers have been
wrestling with over thirty years. On the one hand George Murdock’s or Claude Lévi-Strauss’
categories of culture universalis are used to prove that peoples wants, needs, and values would
eventually become so similar that uniform advertising campaigns across cultures would be justified.
On the other hand Edward Hall, Martin Gannon, Geert Hofstede or Charles Hampden-Turner and
Alfons Trompenaars’ theories are gaining in popularity for identification of cultural differences.
As discussed in this paper, there are serious concerns about global advertising in the light of
cultural uniformity and erasure o f international diversity. Would the use of one campaign for the
globe eventually erode the multiplicity o f cultural perspectives? Is standardized advertising, which
ignores local culture, an effective means for building powerful communication? The author believes
that there is not one adequate global language with which to reach all consumers. Universal, global
strategies are memoryless, superficial and always a compromise when we resign from cultural
invention and diversity.
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Ruch Prawniczy, Ekonomiczny i Socjologiczny 69, 2007, z. 2, s. 197-210.
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0035-9629