Consumption is at the core of the capitalistic world. In order to take people into buying your specific product, companies bet on advertising. The bottom line is: how can one marketing campaign convince every single person around the world? Should the campaign be global or local?
In order to understand the different marketing strategies, we have, first and foremost, collected as much advertisements as possible in order to choose relevant sectors (perfumes, dairy products, banks, snacks, alcoholic beverages and STD). The adverts are either printed on TV, advertised on the radio or even shown at the cinema; we have studied all the media channels. Besides, we looked up for theories on communication in books such as Global and multinational advertising, edited by Basil G. Englis and "Comprendre le consommateur chinois", by Laurence Parisot.
As conclusion, we found out that the best strategy was "glocalisation". Glocalisation consists adopting specific codes for each nation while conserving certain homogeneity at the continental scale. Therefore, the brand has a patent, its style is recognizable, and it is widely accepted by populations with cultural differences.
This is an art about which only advertisers know the secret.
[...] Concerning the approach of the messages in the advertising in Italy, as a lot of European countries, they use the brand image and the pre-emption in 44%. As for the contrast between the picture and the verbal part, the first one is widely dominant in Italian advertising. The music is also used very frequently, much more than in France or Germany. It seems that the Italian advertisements concentrate on the creation of emotional differences through strong music in order to give the difference between different products. [...]
[...] Actually, advertising is facing a new age. We enter the world of emotional advertising. That is to say: the ad does not really affirm facts anymore but appeals to the consumers' feelings. An ad will try to attract the consumer with emotions and visual characteristics, more than with words or a clear message, even if it still is the case in some advertisements. Moreover, the consumer needs to be distracted, which is easier to do with a visual. We can see an ad for a bank, the Societe Generale. [...]
[...] For instance, in its advertising campaign for the perfume “Kenzo Amour”, the brand Kenzo chose to maintain the same image as it is. It only translated the French motto nouveau parfum pour femme” in the languages of the countries it targeted. You can see below the adverts for “Kenzo Amour” in French, Spanish and English. Another example to illustrate this is the commercial for the perfume “Channel which is also the same everywhere. It is valuable for the commercial with Nicole Kidman, and also the new one with Audrey Tautou. [...]
[...] Advertising Rule Be your own creative director and be good about it 80% of what great creative directors come up with is garbage. The difference is that the good ones know it and keep working on it, generating idea after idea, challenging them, relentlessly working to make it better. The creative process is like that: First we think up a lot of lame ideas, play with words because they're familiar (bad creativity stops here). Then we admit to ourselves that we've generated nothing but lame ideas, we have to come up with a good one and this is when you hit a dead end. [...]
[...] International advertisers used to say that French advertising is very creative and even too creative sometimes. In a way, making an advertisement is like making a piece of art: creativity is as important as efficiency. Thus, the danger is to forget that ads are made to make consumers buy products. That is why French advertising is considered as soft-sell and contrary to the US. http://www.culturepub.fr/videos/anti-sida-test-vih-couple-black.html SIDA info service: avant d'arrêter le préservatif, faites le test du VIH This advertisement is an example of the use of a narrator in order to promote a message. [...]
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