Transnational Advertising Research Articles

Cultural Stereotypes and Their Reflection in Transnational Advertising

An attempt was made in the article to analyze cultural stereotypes and their reflection in the advertising of Dove and Olay cosmetic brands. For the first time, stereotypes of beauty in Chinese, Russian and English video advertising of international companies are compared. On the example of transnational advertising, the ways of transmitting verbal information in a commercial message are studied, cultural differences in the perception of beauty stereotypes are revealed, their transformation is established, and new means of expression are described. A contradictory trend has been identified in marketing: on the one hand, international companies actively use national and cultural stereotypes, which allow creating an emotionally significant image in accordance with the ethno-cultural worldview of the consumer, paying attention to it, making a decision in the face of a large flow of information, on the other hand, they oppose standardization and stereotyping. Their role in the perception of the value of information has been established.

Adaptability of Chinese Translation of Luxury Advertisements from the Perspective of Cross-Cultural Communication

The world today has entered an era of globalization, and has achieved global connectivity in cultural, economic, technological and informative. With the rapid development of global trade, cross-cultural communication has become an irreversible trend in today's world. In such background, the translation of transnational advertising is not only crucial to the future development of enterprises, but also related to the effectiveness of cultural communication. In cross-cultural context, this article explores some luxury advertising translation from cases of success and failure from the perspective of application of “Adaptation Theory” in translation, and points out that the translator should make full use of the “Adaptation Theory” when translating advertisements. Luxury advertisement translation as a kind of cross-cultural communication activities, involves many factors such as regional culture, consumption psychology, aesthetic ideas, value orientation. Therefore, translators should take these factors into full consideration when translating, so as to make the translated text conform to consumers' psychology as far as possible, and achieve dynamic adaptation of cultural information . At the same time, it puts forward strategies for Chinese local products to help them "go out".

Progress in adopting bans on tobacco advertising, promotion, and sponsorship in the Americas: lessons from Uruguay and Argentina.

ABSTRACTObjective.To assess progress in and barriers to implementing bans on tobacco advertising, promotion and sponsorship (TAPS) in Uruguay, which has a complete ban, and Argentina, with a partial ban.Methods.Legislation on TAPS bans in Uruguay and Argentina was reviewed and relevant published literature, news stories, civil society reports and tobacco industry reports retrieved to analyze progress in implementing TAPS bans.Results.In Uruguay, the complete TAPS ban, which includes standardized tobacco packaging, maintains high compliance and severely limits exposure of TAPS, despite a few problems with corporate social responsibility, social media, and transnational advertising. In Argentina, the partial TAPS ban has more problems with compliance and exposure to TAPS. The most important barriers to implementing TAPS bans in both countries are the tobacco companies. In Uruguay, tobacco companies do not comply in a few areas but the complete ban greatly minimizes this. In Argentina, however, tobacco companies can more easily exploit gaps in the partial TAPS ban, such as advertising at the points of sale, promoting contests, and using influencers on social media.Conclusions.The partial TAPS ban in Argentina illustrates the problems with enforcement and the tobacco industry’s ability to exploit loopholes and continue to market their products, especially to young people. A complete TAPS ban, including standardized tobacco packaging, as in Uruguay, is easier to implement and enforce and is effective in reducing exposure to tobacco advertising. Nevertheless, governments should prioritize implementing TAPS bans on social media, which remains a difficult sphere to monitor and allows tobacco companies to continue recruiting and targeting young people.

Transnational Advertising of Coca Cola and the Adoption of Pop Culture among Youths in South-South Region of Nigeria

Advancement in technology, economies of scale and the law of comparative advantage have combined to make goods and services available in countries other than their countries of origin due to increased production. Advertising has helped to create awareness and persuasion that nudged consumers to patronise products manufactured outside their shores. Multinational advertisements carry some vestige of foreign cultures into local environments, thus altering the cultural milieu. This study examines coca cola advertisements in relation to the infusion of the pop culture among youths of South-South Nigeria. The investigation was anchored on individual difference theories and used the survey research design to study 384 respondents drawn from the six states that make up the South-South Geopolitical Zone of Nigeria, with a population of 26, 237, 239 Using a set of Questionnaire The study adopted qualitative and quantitative methods of data analysis. The analysis among others revealed that Coca Cola advertisements have significantly altered the lifestyle of the youths of South-South Nigeria in terms of their music preferences, dancing, dressing and the acceptance of values alien to the local cultures. The study recommended among others, that the standardised transnational advertisements of products and services for local markets should be adapted for the local markets and produced with nationally recognised local talents to minimise the alteration of the indigenous cultures. Key Words: Audience, Foreign culture, local markets, Perception, Pop Culture, & Multinational Advertising

Multiple dimensions of mediation within transnational advertising production: cultural intermediaries as shapers of emerging cultural capital

ABSTRACTThe paper re-conceptualizes cultural intermediaries as shapers of “emerging cultural capital” (Prieur, A., and M. Savage. 2013. “Emerging Forms of Cultural Capital.” European Societies 15 (2): 246–267; Savage, M., F. Devine, N. Cunningham, M. Taylor, Y. Li, J. Hjellbrekke, and A. Miles. 2013. “A New Model of Social Class? Findings from the BBC’s Great British Class Survey Experiment.” Sociology 47 (2): 219–250) and re-frames their practice of signification and negotiation as informed by “multiple dimensions of mediation.” Drawing on a case study of Nike’s transnational advertising production and interviews with key actors within the context of production, the paper examines how the creative/cultural labour process cuts across global and national fields of cultural production and consumption through which popular culture and middle-brow tastes were mediated, signified and represented. In particular, a television campaign for the Japanese youth market was critically analysed to reveal how specific new tastes, lifestyles and consumption practices were legitimized as emerging forms of cultural capital. Consequently, their taste-making practices are profoundly implicated in symbolic struggles and cultural changes emerging within/from the increasingly “globalizing” field of cultural production.

Between global and local: hybridized appeals in China web auto ads

Purpose – This paper aims to present the issue of glocalization in transnational advertising and to investigate various patterns of global‐local fusion in the discursive construction of automobile advertisements in People's Republic of China.Design/methodology/approach – A sample of 110 web ads is collected between 2004 and 2005, representing product branding from the local enterprises, the joint‐venture enterprises, and the foreign enterprises in the automobile industry in People's Republic of China. A tripartite framework is developed to examine the patterns of global‐local fusion in the ads along three dimensions: value appeals, language appeals, and visual appeals.Findings – The paper finds that the global appeals tend to be used more frequently in the value dimension while the local appeals tend to be used more frequently in the language dimension, while there is not much difference in the frequency of distribution in the global versus the local appeals in the visual dimension. Furthermore, a large n...

The Growth of International Women’s Magazines in China and the Role of Transnational Advertising

The Growth of International Women’s Magazines in China and the Role of Transnational Advertising

Transnational Advertising and International Relations: US Press Discourses on the Benetton ‘We on Death Row’ Campaign

This article analyzes Benetton’s 2000 ‘We on Death Row’ advertising campaign as a site of cultural production where ideological differences on capital punishment between the United States and Europe are played out. We examine the massmediated public discourse framing the campaign in the US prestige press. More specifically, we conduct a textual analysis of news stories and editorials about the campaign in the Washington Post, New York Times, Los Angeles Times, and Chicago Tribune. Our analysis uncovered three themes, denigration, commodification and othering, that the press uses to discredit the campaign. The discussion focuses on how national hegemonic media frames ‘domesticate’ foreign social ideals.

Transnational advertising and international relations: US press discourses on the Benetton 'We on Death Row' campaign

Transnational advertising and international relations: US press discourses on the Benetton 'We on Death Row' campaign

Sport, Tribes, and Technology

This study examines how global forces are shaping local indigenous cultures with a particular focus on the relationship between global capitalism, new media technologies, and transnational advertising. Concentrating on Mäori culture and identity in Aotearoa/New Zealand, the authors examine a contemporary political debate related to indigenous culture and intellectual property rights. Specifically, the study explores the politics of identity associated with global sports company Adidas and its use of the traditional New Zealand All Blacks haka as part of a global advertising campaign. A key feature of the analysis is the controversy surrounding a lawsuit filed by a Mäori tribe claiming compensation for the commercial use of its culture. Overall, the study highlights the problem of maintaining and protecting cultural spaces where indigenous identities can be constructed and affirmed.

Attitudes toward tobacco advertising among Hispanic migrant farm workers.

The existing literature surrounding the effects of transnational tobacco advertising, advertising near or around U.S. borders, on migrant farm workers have been virtually ignored. The purpose of this study was to determine the media literacy skills among migrant farm workers and gather information regarding attitudes and beliefs surrounding tobacco use. Results indicate that migrant Hispanic farm workers believe that smoking is highly popular in the United States and a necessary part of American culture. The data also revealed low media literacy skills regarding tobacco advertising and pro-tobacco attitudes among Hispanic migrant farm workers. As a result, the current study suggests that this population has specific needs for basic media literacy skills regarding tobacco use. Therefore, health education specialists can develop educational strategies that will address tobacco advertising and media literacy skills among migrant farm workers.

Spreading the Net: The Consolidation Process of Large Transnational Advertising Agencies in the 1980s and early 1990s

This article examines the recent ongoing consolidation processes of mega-agencies on the global level and the structure of the international advertising industry to illustrate the dominant power of these large transnational advertising agencies (TNAAs) from the political economic perspective. It discusses motivations behind TNAA expansion, analyses the market share of the world's top ten agencies over a thirty-year period from 1960 to 1989, and examines the current structure of some regional advertising markets, specifically Europe, Latin America and Asia. Findings reveal that the international expansion of TNAAs is motivated by market forces and that major TNAAs continue to perpetuate and dominate the global industry with leverage such as integrated networks, capital and research resources within the conglomerates. Implications of mega-merger movements and TNAA's dominance in the international industry are discussed.

Agency Participants in Multicountry Advertising: A Preliminary Examination of Affiliate Characteristics and Environments

While much attention in the international advertising field has been given to message standardization-adaptation, the scope of multicountry campaigns has been a neglected area. In this 15-agency/344-affiliate survey of transnational advertising activities, smaller, regional campaigns were found to be the most popular form of transnational advertising. Agencies executing these types of campaigns had smaller client bases and implemented fewer multi-country campaigns than those covering more extensive major market or global campaigns. Agency affiliates participating in globally comprehensive campaigns were more likely to be wholly owned than those involved in regional or major market advertising efforts. Parent agencies exercised little influence over affiliate participations in multimarket campaigns.

Selling by mail in a global market: A comparison of communicative strategies in english-language sales letters

Recent technological advances combined with cross-cultural economic interests make probable an explosive increase in transnational direct marketing. Use of credit cards within international networks, international toll-free telephone numbers, and the continued diffusion of life-style trends across cultural boundaries fuel the increase. And, it is widely predicted that the English language will dominate these exchanges. This article analyzes test samples of sales letters to argue that international direct marketers’ efforts currently are marked by cross-cultural differences, and that these are evidenced in certain linguistic, rhetorical, and organizing features that diverge from “prototypical” American direct mail advertising models. The findings suggest that the absence of these features, while reflecting the characteristics of the originating cultures, may pose problems for readers—whether they are native, or nonnative English speakers. In sum, the increasingly powerful role played by transnational advertising compels us to understand better how such communications simultaneously satisfy our need for unification and capitalize on our differences.

An Analysis of the Growth of Transnational Advertising in Five Asian Countries: 1970–1990

An Analysis of the Growth of Transnational Advertising in Five Asian Countries: 1970–1990

Madison Avenue in Asia: Politics and Transnational Advertising. Anderson, Michael H. Rutherford, NJ: Farleigh Dickinson University Press, 1984. 353 Pp. $39.50

Madison Avenue in Asia: Politics and Transnational Advertising. Anderson, Michael H. Rutherford, NJ: Farleigh Dickinson University Press, 1984. 353 Pp. $39.50

Information content in TV advertising. Consumer policy implications of the growing supply of TV advertising in Europe

The growth of both national and transnational television and TV advertising in Europe raises many issues. One issue of high relevance to traditional consumer policy is, however, barely mentioned, namely the consequences for consumers of the growing quantity of international TV advertising and the consequences of a growth or introduction of TV advertising in general. The purpose of the study reported here is to contribute to an objective evaluation of TV advertising strictly from a consumer point of view. For this purpose the article analyses the information content of the commercials on the satellite channel “Sky Channel” and on the West German channel ZDF. The results of that study are supplemented with the results from a review of those relevant investigations into the information content of print and TV advertising which can be found in the international literature. This includes an attempt to make the studies comparable and a critique of the prevailing tradition in measuring “informativeness”. It is concluded that from a consumer point of view, TV advertising has limited value since information relevant for most purchasing decisions is not communicated to a degree that would seem to have any practical significance for consumers. Furthermore, the information content of print advertising appears to be clearly superior to that of TV advertising.

Satellite Television Advertising and the Regulatory Conflict in Western Europe

Abstract Transnational television advertising may increase in Western Europe as a result of advances in direct broadcast satellites and cable television. Conflicting regulations on television advertising that could be imposed by countries receiving commercial satellite broadcasts from abroad may pose an obstacle. Various pan-European governmental and self-regulatory bodies are advocating uniform legal standards for satellite television advertising. After describing and comparing the current regulations and plans for harmonization, the author concludes that the June 1984 proposal of the Commission of the European Communities (the common market) is the advertiser's best hope for a workable European standard.

Transnational Advertising

Transnational Advertising

Transnational Advertising Agencies and the Local Industry

Two tendencies are discernible in Australia's advertising industry. On one hand there is the dominance of transnational agencies. On the other there is the emergence of a few successful local agencies which succeed because of their ability to exploit local knowledge. This paper outlines the development of these two tendencies, with an emphasis on the role of economic factors. The author also describes the operation today of Australia's advertising industry.