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Printable Handouts
Navigable Slide Index
- Introduction
- About the lecturer
- Advertising: a tricky term
- What is globalization?
- A brief look at the history of globalization
- The circle is now complete
- Is globalization actually "westernization"?
- The turn of globalization
- The changing face of globalization
- What makes new global companies successful?
- "Networking" and "network orchestration"
- Networking - examples
- "Insecurity kills complacency"
- New platform of globalization
- Global advertising is still a mystery
- Definition of global advertising
- Global ad examples from 1920-30
- A local adaptation of a global brand
- Global advertising since 1950s
- Different approaches to international advertising
- Practitioners' changing views and some whys
- After 1980s: less US dominated
- Global advertising in Asia Pacific
- Global advertising in Central and Eastern Europe
- The advantages of global advertising
- Problems in global advertising - example
- Disadvantages of global advertising
- Product groups inclined for global advertising
- Consumer types inclined for global advertising
- International Dove campaign on beauty
- Absolut Vodka's global campaign: "places"
- "Value paradox" and global advertising
- What is culture?
- Culture as an iceberg
- Hofstede's work on culture
- National variations in cultural characteristics
- Non-verbal and verbal communication in culture
- Differences between U.S. and British English
- Examples on how culture could be a bottleneck
- How global advertising and culture are related?
- "Cultural deterritorialization"
- Global advertising in the Middle East
- An example of "cultural deterritorialization"
- Turkish TV series in the Middle East
- The new era: global deterritorialization?
- Change is the key word
- The world has changed, we must change with it
- Thank you
- References
Topics Covered
- How globalization and global advertising are intertwined
- Brief look at the history of globalization
- The changing face of globalization
- Importance of networking in globalization
- The definition of global advertising
- How global advertising has evolved
- Advantages and disadvantages of global advertising
- The future of global advertising
- Value Paradox: culture and the global advertising link
- Cultural deterritorialization and its effects on global advertising
- Global advertising in the Middle East
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Talk Citation
Vardar, N. (2009, November 30). Recent trends in global advertising practice [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 23, 2024, from https://doi.org/10.69645/JAPE9529.Export Citation (RIS)