MKTG 631 Glocalization Period 1 Dialogues
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ASSIGNMENT DETAILS:
- Referencing Styles: Not Selected
- Pages: 4750
- Course Code: MKTG 631
- Course Title: period 1 dialogue
- University: Adler University
- Country: US
QUESTION:
Dialogue 3 – International Advertising, Ethics, & Regulation Format: Four (4) posts of 200 words or less dialogue format. For your 1st Original Post, explain what the term “glocalization/ˌɡləʊk(ə)lʌɪˈzeɪʃ(ə)n/” means. In what ways is the concept relevant to advertising internationally. Provide an example to illustrate your key points. Post a Reply Post to another student’s post on the topic immediately above.For your 2nd Original Post, answer the question, “Is advertising ethical?” How can ethical principles be applied fairly with integrity in a diverse, market-driven society? Use practical examples and theoretical concepts as you discuss your position on this question. Post a Reply Post to another student’s post on the topic immediately above.
RESPOND TO POST 1: Glocalization can be defined as “…the local adaptation of globally oriented marketing” (Hackley & Hackley, 2018, p. 252). Glocalization can be relatable to international advertising efforts through the effectiveness of global marketers being encouraged to adapt their brands to represent the country’s culture and tastes of where they plan to advertise. When developing advertisements, ethnocentrism is needed to be considered since the people in those countries feel more comfortable purchasing items that refers to their local customs and values (Rajabi, 2017, p. 273-74). Agencies strive to localize their brands in a context where it preserves “…key aspects of a global brand personality” (Hackley & Hackley, 2018, p. 252).
A perfect example of glocalization being effective is Coca-Cola’s Islamic Turkish cultural advertisements. Specifically, their first advertisement displays how both West and Eastern Turkey setting up their dinners for Ramadan. It displays how localization can represent their eating habits, food, homes, lifestyle, and clothing. Ultimately, Coke advertises and manipulates the American way of life, but provides a Turkish bewitchment through Americanizing their products oversees (YAPICIO?LU AYAZ, 2019, p. 302-03). References Hackley, C., & Hackley, R. A. (2018). Advertising & Promotion (4th ed.). Los Angeles, CA: Sage. Rajabi, M., Dens, N., De Pelsmacker, P., & Goos, P. (2017).
Consumer responses to different degrees of advertising adaptation: the moderating role of national openness to foreign markets. International Journal of Advertising, 36(2), 293–313. https://doi-org.ezproxy.regent.edu/10.1080/02650487.2015.1110949. YAPICIO?LU AYAZ, Y. (2019). Glocalization of Consumption Culture Through Global Brand Advertisements.
Global Media Journal: Turkish Edition, 9(18), 294–320. RESPOND TO POST 2 Is Advertising Ethical? Ethics refers to itself as “…what is right, good or consistent virtue”(Hackley & Hackley, 2018, p. 274). Morals, abstract principles and focusing on personal behaviors are analyzed in specific situations (Hackley & Hackley, 2018, p. 274-75). In today’s world, ethics can be a gray area for discussion, and it is difficult for ethical standards to be upheld. In the environment of politics, culture, and pushing sales, every advertiser needs to be ethical in practice.
Applying principles from the American Advertising Federation’s Advertising Principles of American Business sets a lot of ethical standards. When enforcing messages the word choice must tell the truth and omit factual information (Student, 2014, p. 2). Misleading the public creates false claims and misrepresentation of the brand. For example, McDonald’s advertises the Big Mac where the advertisement shows a perfect burger and the product sold is slopped in a bag with grease covered all over. (Misleading Advertising, 2021). Since politics can be an obstacle more often today, advertising ethics needs to watch out for the masking effect in humorous advertisements.
The debate to gather favor ability persists, but the response is based on the attitude toward the brand, ad or product. Humor can easily divert attention away from customers, so that advertiser needs to either avoid humor or take it into account properly (Forster, 2016, p. 149). A proper usage of comedy where it is only implemented and not the sole focus, is Abbott Shoes’ Fly High ad. A child teaches his grandmother how to ride a bike and bringing confidence in her to follow her wishes while showing a slow motion running sketch of the child chasing after the grandmother (Shafia, 2020).