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Presenting a Research Question and Outline of a Research Thesis
The process of globalization has spread over many spheres of human activities and advertizing is one of those. The development of new media, technological advancement, the rise of multinational enterprises, and, finally, rapid expansion of integration processes to the economy through trading relationships is a result of universal promotion of products.
The research question under consideration puts forward an argument that globalization has become the key issues for the creation of new standards and requirements for the development of advertising.
In particular, globalization make the advertizing marketing develop new concepts with regard to cultural diversity and, at the same time, present a shift in producing more universal products. This presents a controversy that needs to be resolved and tackled in cultural, social, and economic terms.
Presenting a Summary of Scholarly Sources
According to Lee and Johnson (30), global perspective of advertising is directly related to cultural and social development influencing the course that should be taken to attract global consumers and to promote a product to the international market.
In particular, the researchers state that “the advertiser who wants to communicate with foreign consumer must consider the environments that influence people’s tastes, attitudes, and the way they think” (Lee and Johnson 30). Interpreting this statement, the integration process, informative and political expansion should construct culturally competitive advertising campaigns that would take national and social demands in the deepest consideration.
Like globalization influences the principles of advertising, the advertising industry plays a tangible role in the development of economic and cultural change. In particular, advertising agencies has been subjected to transnationalization through foreign direct investment, which has led to the construction of a global advertising approach (Leslie 403).
Advertising is now closely intertwined with global concepts, global research studies, and global standardized campaigns. Advertizing and globalization, thus, have become mutually dependent because they are both based on the consideration of cultural, spatial, and economic characteristics of social organization.
The arguments developed in the above-presented sources provide consistent explanations and argument correlating with the above research question because they provide a consistent chain of connections between advertizing, globalization, and social and cultural organization.
Providing Supporting Arguments
While discussing the role of culture in launching a global advertizing approach, one argues the necessity to address national cultures, which sometimes contradict the universal tendencies of global markets (Batra 152).
On the one hand, due to the rise of globalization and integration, national and cultural boundaries are fading away, thus, eliminating any opportunities for introducing cultural identity and originality (Szeman 212). On the other hand, although global advertising makes feeble attempts at introducing cultural aspect, there is still a threat of the introduction of the so-called contemporary neo-liberalism (Szeman 213).
In response to the creation of global concepts and universal approach to advertising, there is still a necessity to introduce diverse communicative schemes in a global marketplace where the priority should given to particular tastes, attitudes, and habits of a particular community (Lee and Johnson 23). So, if the message is culturally irrelevant, the entire advertising campaign is doomed to be a failure.
The increase of consumers’ mobility and company’s global activities is also the result of political and economic integration where advertising plays the role of catalyst. The research conducted by Hansen and Christensen (121) has proved that cultural issues have gradually become of secondary importance. More importantly, the companies that were not globally active before use their political and economic domination in the world as an effective means for promoting their culture (Hansen and Christensen120).
By introducing the corporate branding, leading companies and giant producers provide a great impact on globalization making it more objective and irresistible to other cultural concerns. Such an unequal approach to cultural diversity leads to uneven global trends in advertising where less represented cultures are ignored by dominant cultures (Pieterse 32).
According to Pieterse, “…contemporary globalization refers to the exclusion of the majority of humanity – the majority in large parts of Africa, Asia, and Latin America who are excluded from life in the last lane, from the ‘interlinked economies’ of the ‘Triad zone’”(32). In other world, global tendencies in advertising can have diverse effects for cultural and ethnical minorities, specifically in the developing cultures.
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Considering the reverse side of our research question, there is a growing tendency in using global technologies for advertising specific product, thereby, promoting national culture (Schumann and Thorson 308). Hence, being a brainchild of globalization, the Internet has become a platform for the companies to advertise their specific products.
In such a way, the advertising use global approaches for promoting local product. Such trends in marketing have made globalization as one of profitable tools for business development. Hence, the marketers and advertisers do not underestimate the necessity for advertising localization on the World Wide Wed. The point is that the global nature of the Internet can promote local trends for advertising and present a solid platform for sustaining national culture and providing them with global status.
Batra, Advertising Management. UK: Pearson Education India, 2006. Print.
Hansen, Flemming, and Christensen, Lars Bech. Branding and Advertising. Denmark: Copenhagen Business School Press DK, 2003.
Lee, Monle, and Johnson, Carla. Principles of Advertising: a Global Perspective. NJ:Routledge, 2005. Print.
Leslie, David. A. Global Scan: The Globalization of Advertising Agencies, Concepts, and Campaigns. Economic Geography. 71.4 (1995): 402-426. Print.
Pieterse, Jan Nederveen. Globalization and culture: global mélange. US: Rowman & Littlefield, 2009.
Schumann, David W., and Thorson, Esther. Internet Marketing: Theory and Research. NJ: Routledge, 2007. Print.
Szeman, Imre. The Rhetoric of Culture: Some Notes on Magazines, Canadian Culture and Globalization. Journal of Canadian Studies 35.3 (2000): 212