Global Brand Identity as a Network of Localized Meanings (original) (raw)
Related papers
Pepsiman! Toward a Theory of Symbolic Morphosis in Global Advertising
The Journal of Popular Culture, 2006
appropriate domain of study as what is being studied is not society but the international culture (Powers). The postmodern thesis holds that the economic realm has bled into the cultural (D. Harvey; Jameson). Products of all kinds (including advertising) are thus standardized in order to produce a homogenized, decontextualized, mish-mash of popular culture. This perspective holds that it is not possible to study a mass culture artifact, such as advertising, because the artifact has been ''spoiled'' by foreign influences. This standpoint, however, neglects the role of national cultures in resisting globalization through a process of assimilating and appropriating meanings. Foreign cultures are quite capable of being imported into and being remade in a given national culture. There is little literature however that addresses how global advertising works in the context of transnational symbols and popular culture. This article attempts to explicate a process by which global advertisers use cultural metaphors and symbols from a cultural tool kit to promote new consumption habits for globally available consumer goods. This article has three objectives. First, a better understanding is needed of globalization as a process, with advertising as its most important messenger. Second, a model of advertising is necessary that incorporates reciprocal influences from home and host country markets. Third, a methodology needs to be developed to facilitate the analysis of migration and transformation of meanings across country markets. In this article I will attempt to show how an anthropological approach
Global Journal of Arts Education, 2018
Al though the word globalisation gi ves the impression as a uni fied whole, serious cul tural differences from country to country could not be ignored. To point out, there is a homogeneous worl d cul ture in toda y's condi tions tha t ma y not be very a ccura te. .Cultural differences a re especiall y more i mporta nt for brands pla cing international ads. For exa mple, white is known to be associa ted wi th dea th i n Asia, whereas i t is associa ted with heal th and cleanliness in Europe. Therefore, the success of the ad is dependent on the appropriate message according to the country where the ad is published. Global advertising concept, whi ch gained importance with the globalisation, loses the dis tinction of being the current ad types for businesses opera ting in the international a rena toda y. As a result, advertising has entered the glocal concept. Glocalisation is deri ved from a combination of words , global (global) and local (local). This paper exa mines globalisation, cul tural concepts, gl obal and local advertising by inves tiga ting the phenomenon with the Coca-Cola brand.
Serat Rupa Journal of Design, 2017
ABSTRAK Banyak iklan global dibuat lebih homogen untuk berbagai negara dengan tujuan untuk menekankan brand positioning yang sama. Komunikasi yang konsisten dilakukan dengan membuat pesan iklan yang sama agar konsumen dapat dengan mudah mengenalinya dimanapun. Strategi ini juga menguntungkan dalam mengurangi biaya iklan karena mereka tidak harus mendesain ulang iklan baru untuk setiap negara. Iklan televisi Pepsi "Rising" dibuat oleh Agen CLM BBDO Paris untuk digunakan sebagai iklan global Pepsi untuk Afrika, Laut Karibia, Amerika Tengah, Amerika Selatan, Eropa, Oceania, termasuk Asia (India). Iklan untuk negara lain hanya dipersingkat dan dilakukan dubbing dari bahasa asing agar sesuai dengan bahasa lokal, tapi untuk pasar di China, mereka juga mengubah aktor dan beberapa atribut dengan alur cerita dan gambar dengan tingkat kemiripan yang sangat tinggi. Mereka menggunakan satu iklan global untuk banyak negara, tapi dengan sengaja mengubah iklan untuk pasar China agar sesuai dengan nilai budaya lokal. Penelitian ini menggunakan semiotik Roland Barthes untuk menganalisis perbedaan makna denotasi antara iklan Pepsi global dan iklan Pepsi China yang memiliki gambar visual dan plot yang mirip di level denotasi. Penelitian ini bertujuan untuk mengetahui setiap elemen yang dapat mengubah pesan dan ideologi dalam iklan. Hasil akhir yang diperoleh adalah perbedaan yang signifikan antara iklan yang mewakili perkembangan budaya masing-masing yang unik. Kata kunci: iklan adaptasi, iklan China; periklanan global; individualisme-kolektivisme; analisis semiotik ABSTRACT Many global advertisements are created homogeneously to emphasize the same brand positioning. A consistent communication carried through the same advertising message is expected to help consumers easily recognize the brand anywhere. This strategy is also useful in reducing advertising cost because they don’t have to redesign new advertisements for different countries. Pepsi “Rising” TV Commercial was created by CLM BBDO Paris Agency as the Pepsi global advertising for Africa, Caribbean Sea, Central America, South America, Europe, Oceania, and Asia (India). The advertisements for other countries were only shortened and dubbed to make them fit with local languages. However, for the Chinese market, the agency changed the actor and some storyline attributes with those similar to the original ones. They used one global advertisement for many countries, but they deliberately changed it for the Chinese market. This study uses Roland Barthes’ semiotic to analyze the connotation level between the Pepsi global advertisement and the Chinese advertisement that have similar visuals and plot lines in the denotation level. This study aims to determine the elements that can change the message and ideology in the advertisement. The final results show significant differences among the advertisements that represent each unique cultural development. Keywords: adapted advertising; Chinese advertising; global advertising; individualism-collectivism; semiotic
Many global advertisements are created homogeneously to emphasize the same brand positioning. A consistent communication carried through the same advertising message is expected to help consumers easily recognize the brand anywhere. This strategy is also useful in reducing advertising cost because they don’t have to redesign new advertisements for different countries. Pepsi “Rising” TV Commercial was created by CLM BBDO Paris Agency as the Pepsi global advertising for Africa, Caribbean Sea, Central America, South America, Europe, Oceania, and Asia (India). The advertisements for other countries were only shortened and dubbed to make them fit with local languages. However, for the Chinese market, the agency changed the actor and some storyline attributes with those similar to the original ones. They used one global advertisement for many countries, but they deliberately changed it for the Chinese market. This study uses Roland Barthes’ semiotic to analyze the connotation level between the Pepsi global advertisement and the Chinese advertisement that have similar visuals and plot lines in the denotation level. This study aims to determine the elements that can change the message and ideology in the advertisement. The final results show significant differences among the advertisements that represent each unique cultural development.
Global brand advertisements and the representation of localization in the example of Turkey
In the present-day world, globalization has increased the intensity of international competition, transforming the world into a single market. The concept of global advertisements, which gained importance parallel to globalization, is nowadays losing its status as the sole valid advertisement strategy for companies conducting business at a global level. The primary reason for this is the increasingly intense competition environment created by the entry of many new actors into the global and local markets, which has led global businesses to pay greater attention to the cultural variables of their target markets rather than just their economic variables.Culture represents all of the material and spiritual elements associated with a society, and can vary considerably from one society to another; in this context, culture is increasingly becoming the focus point of marketing and advertisements in the present-day world. One consequence of this new approach has been the entry of the concept of " glocal " into the advertisement literature. To summarize, the concept of " glocal " involves the creation advertisements that bear the characteristic and local cultural features of the country where they are broadcast, while also closely adhering to a general global concept and goal. This study focuses particularly on the representation of localization elements and prevailing ideologies in global brand advertisements in Turkey, a country that harbors a highly diverse multitude of different lifestyles, cultural backgrounds and traditions. This study evaluates local advertisement campaigns in Turkey for certain global brands according to their overall preferences and/or differences with respect to the local cultural elements they harbor and represent, and the ideological background for these preferences. This evaluationwas performed based on several advertisement examples/cases examined through semiological analysis methods. Sarıkaya, R. (2016). Global brand advertisements and the representation of localization in the example of Turkey. [Online]. 03, pp 282-288. Available from: http://sproc.org/ojs/index.php/pntsbs 283
CALL FOR PAPERS > http://icsvc-conference.com/ Branding and brand–design has achieved a reputation and status of almost mythical proportion over the past few decades. Emerging from its forerunner-corporate identity-to incorporate advertising, consumer lifestyles and attitudes; image-rights; market-research, customisation, global expansion, sound and semiotics, 'the consumer-as-the-brand'-the word 'branding' currently appears bigger than its own umbrella definition. Habitually, in our contemporary societies of mass-consumption branding is associated primarily with marketing and commodities. However, it immediately becomes apparent that what we call branding is an all pervasive social semiosis that arises from a widespread and multifaceted practice in the cultural field, rooted in the history of all human societies since time immemorial. From tribal markers such as totems, scarifications and tattoos, to emblems of power, language, fashion, architectural space, insignias of communal groups, heraldic devices, religious and political symbols, national flags and the like, a form of branding is at work that responds to the need to determine the presence and interaction of specific groups, persons or institutions through a shared code of meaning. In the current context of global networks and mass communication, where we often talk of a boundless " ocean of information " , we are witnessing a proliferation of branding devices, mostly (but not exclusively) visual signs, which are indispensable both in the field of marketable goods and all manner of cultural domains, both conventional and unconventional, in order to delineate the units in the ceaseless flow of information that will enable us to navigate in it and make sense of it. Branding can be applied to a tiny local coffee-shop [consumer-led branding–the brand emerging from the lifestyles of its potential market audience–not imposed from 'above'];to a football club's global brand; political parties; a country, huge corporations; a pop star, a government agency, a charity; branding can be used to ameliorate a tarnished company's image with a name change and a brand-change; consumers are living-brands, many young people enthusiastically identify themselves with their brand-choices and buy fully into brand values and signifiers – no longer standing 'outside' the mainstream culture [rebellion] but fully incorporated within it. Those that protest against the globally-homogenised culture do so often in choreographed protests that have been branded for maximum impact across media networks.
Semiotica, 2019
This paper examines within the theoretical framework of intertextuality the mobilization of glocalization as an international marketing strategy in Nike’s and Adidas’s 2008 advertising campaigns in China. Intertextuality is seen as a form of mediation through which the glocalization strategy conducted within the domain of global marking is taken up in the domain of advertising communication. The paper also assumes the interrelations of intertextual performance to value orientations and group affiliations. By analyzing intertextuality in relation to affinity groups, it aims to resolve to some extent the conundrum of Nike’s more successful than Adidas in the sportswear market of China in a social-semiotic perspective. Two print ads constituting a representative example of the corpus were selected for a qualitative analysis. The comparative analysis of intertextuality reveals the contrasting methods of glocalization applied by Nike and Adidas in their 2008 advertising campaigns, thus o...
In this chapter, I examine the limitations of Western luxury advertising to engage affluent consumers in the People's Republic of China. I base my approach on a theory of brand literacy drawn from a theory of language acquisition. I illustrate how semiotics, a social science discipline devoted to the study of signs and meanings in cultural perspective, can be used to identify the cultural tensions between consumers and brands in emerging markets and provide direction for correcting the problem. In the following sections, I review the basics of brand equity, illustrate the role of marketing communication for brand strategy, and outline some of the challenges facing Western companies as they target consumers in developing consumer societies such as China. I then present a case in which marketing semiotics research in Shanghai exposed differences between the ways Chinese and European consumers perceive luxury and luxury advertising.
INTERNATIONAL JOURNAL OF MARKETING SEMIOTICS VOL.I
Marketing semiotics is currently a discipline in rapid development, with a recent, yet resourceful scholarly history. The major challenge for marketing semiotics over the past twenty years has been to prove its credentials amidst a heavily fragmented and multi-perspectival landscape that is indicative of the current status of qualitative marketing research. Confronted with the not necessarily conflicting agendas of disciplines that have managed to make inroads into marketing theory and practice and which have been catapulted to mainstream research streams, such as anthropology and ethnography, semiotics has been faced with the challenge of proving its credentials and its ability to furnish unique perspectives on existing marketing issues, while also unearthing latent research needs.
The American Journal of Semiotics 34(3-4), 2018
A semiotic approach to the study of brands and branding moves beyond new-age personifications of consumerist desire and Marxist deconstructions of oppressive deceit. Brands are approached, instead, as systems of folk-ontology and semiotic ideology that function both in tension with and in tandem with the economic objects prized by corporate clients (Manning 2010). This thematic double-issue borrows its title from a turn of phrase suggested by Malcolm Evans (see e.g., 2016), one of the pioneering individuals to first apply semiotic thinking deliberately and systematically to client/consumer-oriented challenges encountered in marketing and branding contexts (cf. Rossolatos 2012: 59–60). As will become clear in the articles that follow, the topic under consideration is “applied” in keeping with Evans' approach: contributing authors are all first-hand practitioners who each have years of actual industry experience working directly with clients to better develop brand communication through the application of semiotic theories and methodologies. [pdf contains covers, toc and preface]