Cultural Differences and Global Advertising Strategy

Cultural Differences and Global Advertising Strategy
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Cultural Differences and Global Advertising Strategy
Advertisements have become a crucial promotional element for most companies. There are numerous factors that companies must put into consideration before embarking on product promotion through advertising. People make purchasing decisions based on their cultural influences, and the company certainly ought to consider this. Cultural aspects become even trickier for a global corporation, owing to the rampant cultural diversity that comes with globalization. A company might want to implement divergent advertisement strategies to match the divergent purchasing behaviors influenced by culture. Language is a major aspect of culture, and advertisements often use languages that match that which is spoken by the locals of the market segment.
Coca-Cola is a major global brand that has mastered the art of multicultural advertising. Coca-Cola's ad, "America is Beautiful," was chanted in seven different languages during the 2014 super bowl to signify the company's embrace of cultural diversity (Critical Media Project, 2017). Many of the major global brands have followed suit in using different languages to advertise in different countries to express an element of cultural diversity and a total market mindset. The "Taste the Feeling" campaign by Coca-Cola features a soundtrack by Conrad Sewell accompanied by Coca-cola's fizzy and refreshing sounds. The ad also features a wide range of images of people from different races, making the ad encompass the multi-varied cultures across the globe.
Some Coca-Cola campaign ads, though, have been targeted only to specific market segments where the culture tolerates what is being conveyed in the multimedia contents. In Hungary, for instance, Coca-Cola has run ads portraying people of the same sexes involved in an intimate relationship whereas, in most African countries, Coca-Cola has maintained the status quo that do not condone same-sex relationships and ...