The international advertising - advertising "global" or advertising "local"?

Résumé du document

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.

Extraits

[...] We just said that advertising in Italy uses emotions a lot. It is confirmed with this ad: here, Mulino Bianco very famous and traditional brand of biscuits in Italy) tries to use the tradition to sell. The text says: “When the mills were white, biscuits were made of butter, milk and wheat. Tomorrow morning, get them at Mulino Bianco”. So the goal of the advert is to explain to people that when they buy Mulino Bianco, they buy an Italian product based on tradition. [...]

[...] No use talking about health or dairy sensuality, this commercial just tell us that milk is part of our life. It is simply brilliant as we can remember the message without having to read or hear the benefit of milk for our body. The ad promotes an everyday product with an amazing creativity. It is a success! [...]

[...] He feels free and happy (he has a large smile on his face) and takes a calm and cool position. He is bare-chested which signifies that we can wear nothing and feel good, free (thanks to the perfume of course!) The sensory immersive Honor in the "juice" of the perfume, in its composition, in its sensory expression. These films bet on the power of evocation of a smell. Example: J'adore, Dior They played on the internal resemblance that certain elements of advertising on every support have together. [...]

[...] That is why an excellent advertisement in one country could be a total disaster in another. By standardizing their marketing campaigns, companies take the risk to speak to a minority of the population targeted. But that is not a reason for renouncing to those great opportunities. According to Saatchi&Saatchi agency, “Midtown Manhattan and the 7rd Arrondissement of Paris have more in common than midtown Manhattan and the Bronx”. Indeed, consumer segments are not defined by nationalities and cultures, but by needs. [...]

[...] Indeed, if 80% of English people love advertising, only 51% of Germans are “advertizing enthusiast”. They do not trust their imagination and marketing is not really encouraged. But advertising campaigns in Germany always try to meet German consumers' expectations that are specific and not surprising: a certain degree of quality, an image of security (for example, Mac Donald uses nature with mountains and a small house to promote its products). The objective is to make consumers confident: the characteristics of product are not really showed, as the key idea is to give consumers an impression of security. [...]