Theodore Levitt The Globalization Of Markets
In the May-June 1983 issue of the Harvard Business Review, Theodore Levitt sparked off a debate on the subject of standardization or localization of marketing with the publication of his article, The Globalization of Markets. Levitt contended that advertising and marketing programs and strategies could be standardized across markets because of widespread globalization. According to Levitt, globalization was causing a “monoculture” in which people across the globe were becoming very similar (Frith & Mueller 2004). Levitt contends that the world is becoming a common marketplace where people, irrespective of their place of residence desire the same products and lifestyles (Lynch 1984, quoted by Mueller 1992) and to the delight of U.S. based marketers, those desired products and lifestyles are often American (Mueller 1992). Levitt’s article certainly invited a plethora of scholastic research into the area of “culture” and “values” in advertising, with supporters and opponents, from various disciplines taking either a ‘pro or con’ stand on the homogenizing effect of globalization. For example, Sine (2000) wrote that patterns of consumption (as a result of globalized marketing efforts) are breeding ‘ a borderless youth culture,’ or as Naomi Klein (2000:129) puts it in a way that couldn’t be more succinct, “an army of teen clones marching in “uniform” as the marketers say – into a global mall.” Others had argued that globalization through one-way flow of media products and
Jib Fowles Analysis
754 Words | 4 PagesHe elaborates on psychologist Henry A. Murray’s research on fifteen particular appeals that are most common in advertisements. Murray’s research concludes that consumers have needs that they react to in ads. For example, the need for sex is common but used very rarely because it’s very controversial and diminishes the product information. It appeals more to men than woman; the need for affiliation is used because Americans are very concerned about social life and friends; McDonald’s tell people that they “deserve a break” to be able to escape. Fowles also depicts how to examine commercials.
Summary Of Globalization The Super Story By Thomas Friedman
1053 Words | 5 PagesDo you ever wonder find yourself wondering how we lived in a world without the internet, smartphones, and televisions? This new world of technology that we live in today is do to the globalization “super story”, which enables us to put things in ways we, individually, can comprehend. Thomas Friedman, an American journalist and three time Pulitzer Prize winner, suggest in his article “Globalization: The Super Story”, that the world has shifted from the international Cold War system to the new international system of Globalization. In other words, the world has adapted to a system of integration rather than divide. Overall, I perceived the article to be terrifying convincing, yet, upon further review I discovered to issues and lack of empathy from Friedman 's point of view.
Essay On Women In The 1920s
902 Words | 4 PagesThe new technology of mass production and advertisement encouraged consumerism in the time period. Advertisers used new techniques in selling their product by introducing an ideal and associating their products to the ideal. However, the ideal of the advertisements contradicted with the traditional
Summary Of Advertisements R Us By Melissa Rubin
88 Words | 1 PagesIn Advertisements R Us by Melissa Rubin, she analyzes how advertisements appeal to its audience and how it reflects our society. Rubin describes a specific Coca-Cola ad from the 1950’s that contains a “Sprite Boy”, a large -Cola Coca vending machine, a variety of men, ranging from the working class to members of the army, and the occasional female. She states that this advertisement was very stereotypical of society during that decade and targeted the same demographic: white, working-class males- the same demographic that the Coca-Cola factories employed.
Market Revolution In America
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1920s Advertising Analysis
1929 Words | 8 PagesIdentification and Targeting of Consumer Groups in Advertising Strategies of the 1920s Advertising is critical to building business in a capitalist society like the United States. In fact, today, the U.S. spends over 220 billion dollars annually on internal and external advertising (“Statistics”). A market as large as this has a significant impact on the American population. This impact results from the cultural trends that advertising exposes and highlights to the general public.
Review Of Solomon's Masters Of Desire The Culture Of American Advertising
1133 Words | 5 PagesThe environment is pledging an elitist appeal but the warm colors found in the image attract the populist group. In Jack Solomon’s “Masters of Desire the Culture of American Advertising” he explains a paradox in the American psyche. He argues that Americans simultaneously desire superiority and equality, as a result, advertisers create images that exploit those opposing conditions. He emphasizes that America is a nation of fantasizers. He sums up that advertisers create consumer hunger by working with our subconscious dreams and desires in the marketplace.
Barbie Doll Rhetorical Analysis
1144 Words | 5 PagesAdvertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence
J. C. Penney's Influence On Consumers
1194 Words | 5 PagesAccording to Jean Kilbourne, “Advertisers want us to believe that we are not influenced by ads” (Reading Popular Culture, p.94). Advertisers depend on consumers not only being oblivious to the effects of advertisements, but also other tactics such as strategic display setups in stores, product sales, and social influences. J.C. Penney, a department store company, has an abundance of stores across the nation. Along with having stores comes products to be sold, and there must be a way to convince consumers to buy the store’s products. J.C. Penney uses a multitude of well executed advertisements and calculated strategies in order to influence current and potential consumers all throughout the United States.
All Over The Place By Jean Kilbourne Summary
260 Words | 2 PagesAs reflected in the readings of Reading Popular Culture: An Anthology for Writers 3rd Edition, present-day advertisements expand far beyond the endorsement of a product. While the initial intent for various corporations surround the operation of selling and marketing products, many companies also find success in promoting masked messages. According to Jean Kilbourne in her article pertaining to the study of advertisement, she reveals the underlying tactics of commercialized business. As stated in the article “’In Your Face…All Over the Place’:
Roland Marchand Democracy Of Good Analysis
498 Words | 2 PagesAdvertisements are always finding unique and creative ways to appeal to the public’s wanting ear. Advertising companies use everything from bright colors to cute animals to appeal to the audience. Roland Marchand is a professor of history at the University of California, and in a selection from Marchand’s writings titled “The Appeal of the Democracy of Goods”, Marchand discusses one of the many techniques available to advertising: Democracy of Goods. Marchand provides the reader with a brief history of the Democracy of Goods and what is actually is. Marchand defines Democracy of Goods as “equal access to consumer products” and he refers back to it quite often when discusses other details (Marchand 211).
The Mega-Marketing Of Depression In Japan Analysis
1731 Words | 7 PagesIn this rapidly globalizing world, the jobs of the advertisers and marketers are to make sure we, the general public, have no control over our wants and desires. It is impossible for them to gain full control, but they do a good job of restricting what freedoms we do have. Big companies want us to believe that we have control by changing cultural norms without us realizing they did. Ethan Watters discusses how marketers plan to redesign Japanese culture for their benefit in his narrative titled “The Mega-Marketing of Depression in Japan.” Watters makes it apparent big companies, such as the drug company GlaxoSmithKline, are reshaping Japanese culture to market a pill that supposedly cures depression.
Stereotypes Of Women In Advertising
1534 Words | 7 PagesAdvertising is highly influential in deciding what is socially acceptable and popular as well as it implies what is the ‘perfect
Advertising's Fifteen Basic Appeals Summary
1890 Words | 8 PagesAdvertising has been around for decades and has been the center point for buyers by different subjects peaking different audience’s interests. Advertisers make attempts to strengthen the implied and unequivocal messages in trying to manipulate consumers’ decisions. Jib Fowles wrote an article called “Advertising’s Fifteen Basic Appeals,” explaining where he got his ideas about the appeals, from studying interviews by Henry A. Murray. Fowles gives details and examples on how each appeal is used and how advertisements can “form people’s deep-lying desires, and picturing states of being that individuals privately yearn for” (552). The minds of human beings can be influenced by many basic needs for example, the need for sex, affiliation, nurture,
Effects Of Gender Codes In Advertising
1396 Words | 6 Pages(Ravelli and Webber 2016: 203). Throughout this paper I will be talking about how advertising makes gender codes and if they affect how I view individuals, and if they affect the way people view me. I will also be addressing if there are different codes, like class codes that may affect the way others and/or I view individuals. Lastly, I will be explaining how using a sociological perspective can help to think outside of gender codes and realize that it is not something that should be seen as normal.
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