GlobalAdvertising

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A Letter From the President

McDonalds Advertising Cross-Country

The World Cup of Advertising

Trouble in Paradise

Diary of Board

Global Advertising Translated

Sports Advertising in a Global Sense

Canada U.S. Neighbor Rival to Host Women World Cup

The Dripping Faucet, is Not an Advertisement

Propaganda is All Phony - Right?

A Not so Small World After All

Tim Hortons

Winning Gold: Advertising in the Olympics

Cultural Sensitivity in Global Advertising

A Letter From the PresidentThis has been such a crazy amazing year, and it has been an honor to serve as the President to the Spartan Advertising Club for the 2013 – 2014 academic year! I am very excited to present the newest version of Tagline; our very own student created, student produced advertising magazine. And this year, with our theme of Global Advertising, we truly showcase how diversity is changing the face of advertising today.

It has been an amazing year; we were able to visit legendary Agencies, explore outside our comfort zones, and come together as one to make the club bigger and better than ever. And, for the second year in a row we have been nominated for the Excellence in Collaboration Award by the Associated Students! Nothing but greatness comes through this club.

Over the year we have been hosting guest speakers and holding workshops to expand the minds of SJSU’s advertising students. We are nurturing the passion the students have about the industry, answering questions they might have and getting them excited to go out into the field. I strongly believe that there is nothing but good things in store for all our outstanding members, and I am excited to see what the future holds.

All the very best,

Lisa J. Sydes

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Cross-Cultural BrandingBy Lisa Sydes

McDonald’s has had over 23 advertising slogans, but without a doubt the “I’m Loving It,” is one of the most well known global campaigns on in market today. The international branding campaign was first started in Germany by Heye & Partner, a member of the DDB Worldwide Communications Group, Inc. A lesser well-known fact is that the English part of the campaign first took off in Australia in 2003.

The “I’m loving it,” campaign works well on a global scale, and while the main message stays the same the content of the ad is always different to tailor to different cultures. I take for example German ads compared to that of the US American culture today. In America we are obsessed with what is the newest and latest thing on the menu. Can we get it now, and how much does it cost? So, McDonalds advertises how we are “loving” the newest all beef-patty, with extra bacon! And, what is the latest and greatest item on the menu.

Heidi Klum is the celebrity spokes person for McDonalds in Germany. Advertisements are the typical celebrity endorsement, with the focus being on Heidi, and what she has to say. Instead of focusing on the item on the menu, Heidi pokes fun of herself, and makes jokes while eating menu items, and signs off “I’m Loving It,” in German.

From humble beginnings in 1955 in Des Plaines, Illinois, McDonalds has crept into our homes and has become one of the most iconic fast-food chains in the world. Without a doubt, when anyone hears “I’m loving it,” in any language, McDonalds is the brand that comes top-of-mind.

The World Cup of Advertising

All eyes on the game

Social Media Take Over

The Trendy Host

By Ryan Chamberlin

30 days, 64 matches, 32 countries, 6 billion viewers, and the most popular universally loved sport on the planet. What more could an advertiser ask for? With the 2014 FIFA World Cup shaping up to be the most watched tournament in its 84-year history, brands around the globe are bracing themselves for what will certainly be their biggest advertising opportunity to date.

According to Mashable, South Africa’s 2010 World Cup attracted 3.2 billion viewers—over half the world’s population. This year’s event—which will be held in Rio De Janeiro, Brazil—is estimated to attract over 6 billion viewers. The 2010 final match alone drew 715 million viewers. To put things into perspective, this massive figure dwarfs the viewer count of 108 million who watched the recent NFL Super Bowl XLVIII championship game in February.

Big name brands such as Coca-Cola, Sony, Adidas, Visa, and McDonald’s will be campaigning their biggest and best ideas to billions of potential consumers. The nature of advertising TV slots during soccer matches is interesting, when compared to American sports like football and basketball; commercial breaks only occur during 15 minutes of halftime in a single match. This means that for 15 minutes in between a two-hour match, brands will be battling each other just like the teams on the field—a clash of the advertising titans.

The possibilities do not end with television; this World Cup will break new ground in the realms of digital and social media. The 2010 tournament set new Twitter records back when the social media platform was just starting to gain steam as an elite contender to Facebook. Now, Twitter has become THE standard of communication between brands and their consumers. Mashable recorded 11 million World Cup-related tweets in 2010—expect that number to possibly triple this summer.

A very intriguing aspect of the tournament is that the hosting country of Brazil is one of the most internet-savvy nations in the world. According to comScore’s most recent report, Brazil ranks as the 7th largest Internet audience in the world and the largest in Latin America. In addition, social media is the top category in the country in terms of time spent on the Internet. It will be very exciting to see Brazil emerge at the forefront of an impressive combination of sports and social media this summer.

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Trouble in ParadiseBy Carlos Mesquita

This summer Brazil will host the 2014 FIFA World Cup from June 12 to July 13, 2014. Advertisers also are planning how to produce brand videos around the global event. With that being said, it is clear that this is a marketer’s dream, but potential nightmare as well.

The main challenge with marketing brand videos during the soccer matches is that the games are played in 45-minute continuous halves with the only commercial breaks coming in at halftime. This means that broadcast opportunities are limited. Also, the space available for purchase is hyper-inflated, with eight-figure commercial partnerships and global sponsorship packages sold out years in advance.

According to The Wall Street Journal they recently dubbed Brazil as the “social media capital of the universe.” The platform for marketers and branding exports will carry the weight of its massive opportunity to cash on this wonderful opportunity. Digital videos will play a key role as advertisers will create a video campaign and allow the audience to share videos. The use of digital billboards around the soccer fields are constantly displaying content and captured by cameras throughout the game. The use of Twitter with a branded hashtag allows the audience to spread the awareness of a certain type of brand. The factor of limited commercial time will not play a factor during the worldwide event.

The use of digital devices such as smartphones and tablets will also play a major role in capturing the branding as the spectators will be filming 64 games packed into 32 days-expect a record number of mobile viewership. The involvement of this much advertising creates a huge competition among brands in events of this size and social media networks will determine what side will come out victorious.

The FIFA World Cup is a global event and its major partners include Adidas, Coca-Cola, and Sony. The FIFA sponsors include well-known brands from Budweiser to Garoto, a well-known chocolate in Brazil. The well-known partners and sponsors often promote brand videos that include national and international celebrities, soccer stars, and music artists. The use of digital devices will play a huge role on the event, as the attendees will seek immediate play-by-play highlights of the game. Brand videos will provide amazing content featuring soccer events and brand promotion involving social media sites such as Facebook, Twitter, and Instagram.

No Longer the Underdog: A Mobile AudienceWhile a computer screen used to be our only view into the vast spaces of the World Wide Web, the recent explosion of smartphones and tablets have completely flipped the industry on its head. The most advantageous opportunity for brands to advertise to consumers during the World Cup will be through mobile and internet-streaming video content. Let this final statistic from Poptent sink in for a few seconds:

The intensity, passion, and fierce competition of championship soccer are unmatched in professional sports. Outside of the game, there exists a different kind of competition—the biggest brands we’ve known for decades vying for the attention of the entire world. Who will come out on top?

The mobile video audience of the cup in 2010 was 45 million. This number is expected to increase by 88% for the 2014 cup.

Diary of Board: “My First Visitto an Advertising Agency Outside the U.S.”By Isadora Busch

The taxicab drops me off at the door of a skyscraper in a fancy neighborhood of Sao Paulo, Brazil.

I pass through security, and am instructed to take the elevator up to the 16th floor. As I arrive there, I see nothing but a gigantic vault door. I wonder if I am at the right place. It doesn’t seem like it. But, after a minute or two the chrome silver door opens and I am able to see inside of it.

Yes, that’s the entrance to CUBOCC. That’s where my story begins.

CUBOCC, “the monster whatever hotshop” as they call themselves, is a creative advertising agency founded by Brazilian executive Roberto Martini, in 2004.

Six years after its opening, Interpublic Group, one of the three biggest global advertising holding companies, acquired the agency. Today, CUBOCC has more than 100 employees and some big clients, such as Coca-Cola, Google, Unilever, and Kraft Foods.

As I enter the agency, my cousin comes to greet me. He started as an intern five years ago while still in college, now he is a full-timer and does both, copywriting and creative concept at CUBOCC.

I look around and I find myself surrounded by dark walls, neon lights, and extravagant décor. CUBOCC’s atmosphere is exciting. It’s quite mystic, quite crazy, but surely, unique.

My cousin takes me out on a tour through the agency. For the most part, it works exactly like any advertising agency in the United States. There’s the account team, creative team, strategists, media planners, and so on. Each team is divided by whatever clients the agency is currently working with.

What really differentiates CUBOCC from any agency I have visited in America is the work environment.

At CUBOCC, employees can go to work dressed in whatever outfit they want. Shorts, jeans, tank tops, flip-flops. Everything works. As most Brazilians, all the employees are very friendly and sociable. Wherever department I passed through during the tour, people not only smiled and greeted me, but also engaged in short conversations.

Soon enough I had made some new friends and was even invited to attend CUBOCC’s end-of-the-year party, which was happening later that day.

There’s an old Brazilian saying that goes, “Brazil is the land of soccer, beautiful beaches, and endless parties.” Thus, CUBOCC’s end-of-the-year party did live up to these wise words.

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Global Advertising TranslatedBy Yadria Hernandez

Companies these days have to compete in the world market. Since advertising plays an important role in promoting a product, the need to advertise in different parts of the world has become necessary. International advertising must communicate effectively in all targeted countries. However, companies can’t rely on global standardization and must adapt in order to understand the language and the culture. Companies in global markets must advertise in the native language of the country, especially if they are not a very known brand.

Brands must have a consistent image and must be able to communicate it in any language to be successful. Leading brands in the past were managed by marketing staff in every country because they could implement their own ideas and knew how to best connect with local consumers. Globalization and the rise of the Internet have made local brand management more complex. One of the international barriers in marketing and advertising is language. As a result, many companies are advertising in English. However, English is less dominant in the Internet then it used to be. Technorati, which monitors blogs, says that 37 percent of all blog postings globally in 2006 were in Japanese, compared with 36 percent for English. Other languages, like Chinese, Spanish and Italian, have been gaining ground as well.

More companies are expanding their operations to emerging markets, such as Russia, Brazil and China. We also see changes in the U.S. market in which the growing Hispanic buying power is expected to grow by 50 percent in the next five years. On the other hand, Asian Americans’ buying power, which is $544 billion is forecast to expand by 42 percent in the next five years. As brands expand to different parts of the world where people don’t necessarily speak English, it’s important to overcome the language and cultural barriers. As an example brands such as Chanel, Louis Vuitton and Gucci have offered their marketing strategies online in numerous dialects. The importance of websites and social media to be in other languages is as important in their marketing efforts as the advertisements.

There may be some barriers to overcome, some language and culture conflicts but in the end, brands that can effectively advertise in the different languages can learn to attract more customers. A brand’s connection with a specific culture is important to consumers, which can influence purchasing intent. If companies can advertise in other languages well, customers can appreciate it and it will also communicate the information the brand wants to deliver correctly. Advertisers must understand that language is becoming a competitive advantage.

The party started around midnight and did not end until six in the morning. It was held at an underground club with exuberant décor. There were three different ambient, each playing a different type of music. Free admission, free drinks, free glowing sticks and other party accessories, and free popsicles were just some of many things that made CUBOCC’s party unique.

Visiting an advertising agency outside the United States was probably one of the most enjoyable and unique experiences I have had. Both the office visit and the party opened up my mind to a global perspective of the advertising industry.

It’s impressive that although Brazil is still a developing country, CUBOCC is on a par with first-world agencies.

Sports Advertising in a Global SenseBy Brian Tamayo

Imagine travelling around the world, watching various sports (i.e. soccer, ice hockey, American football, baseball, basketball, etc.) and glancing at all of the country-specific advertising of most products lining the particular venue and equipment-such as on the sidelines and the field or the sporting venue itself. An ideal sport, such as ice hockey, has a various array of brand names and its sponsors that line the sideboards; four more corporate brands are also painted on the ice surface near the face-off circle. Reebok is the major supplier for the player’s uniforms. Corporate sponsorship is also found on the sporting venue’s scoreboards. Association football (collectively known as soccer in the United States and Canada) is played around the world, under the acronym FIFA, (Fédération Internationale de Football Association) have corporate contracts with Adidas- who is the major supplier of the player’s uniforms. In addition, McDonalds, Canon Office Machines, and Continental Tires collaborate together in generating about $200 million in sales. In addition, their logos are also flashed across the television screens of millions of viewers tuning in. Brand sponsors also appear in notable sports championship games, like the NCAA Football Bowl Games. A notable example is the Tostitos Fiesta Bowl, where Frito-Lay is the parent sponsor of Tostitos.

Global advertising is a common form of business that generates revenue for the companies. Advertising and corporate sponsorship comes in various forms of media: social media, radio, television, print, billboards, marketing, and on ticket sales of the events. On television, fans anywhere in the world watching any sport finds advertising annoying, because it takes away from broadcast time, others, however, find the commercials entertaining. Various corporations spend millions of dollars on certain sport leagues to sponsor their products on a regular basis during most live telecasts and also watching it in person. Things like these occur during most championship round live games, such as the NFL’s Super Bowl, MLB’s World Series, NHL’s Stanley Cup Finals, and the NBA Finals.

To put this in an ideal prospective, advertising from the national sports networks in the United States – both terrestrial and pay television, such as NBC, CBS, Fox, ESPN, and regional sports networks, such as Comcast Sports Network and Fox Sports – generate millions of dollars in revenue to broadcast commercials during live sports telecasts to many viewers. Major championship sporting events like the National Football League’s Super Bowl have 30-second commercials that can cost anywhere up to $5 million because advertisers use creative planning to produce advertisement, such as, the Budweiser Clydesdales or Chevrolet. This is done to get the viewer’s attention to buy the products through the advertising spectrum.

In an international standpoint, sports advertising that are also broadcast on over-the-air or pay television in Canada (e.g. CBC, CTV, or TSN) via simultaneous substitution of the same live sporting coverage from the United States, must comply with Canadian advertising standards. Live sports broadcasts that are only specific to Canadian viewers’ (NHL or CFL) air commercials, such as Labatt’s Brewing Company, Canadian Tire, or Tim Horton’s -which generates about CAD$15 million in sales of their products. Some of these television commercials only appear in border cities near the Ottawa or Toronto broadcast markets, such as, Buffalo, New York or Detroit, Michigan. For French-speaking audiences, most of these commercials have to be dubbed in French to the province of Quebec that broadcasts live sports coverage. The same scenario also goes for sports coverage broadcasted outside of North America, each country or countries must use their official language(s) when airing their own localized commercials.

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Canada Rivals to Host Women World CupBy Jennifer Vasquez

2015 seems like it’s so far away, but it’s really just around the corner. Is Canada ready to host FIFA Women’s World Cup? I guess we’ll have to wait and see. If only people were interested in women’s soccer as much as they are to men’s then this event would have more hype to it in the states.

2015 is going to be a big year for both Canada and for The United States. Yes, many countries come together for the biggest tournament that shows and confirms to women soccer fans what country is the best. If you are not informed, let it be that you at least remember this: “The United States Women’s National Soccer Team (USWNT) is ranked to be the best national team in the world”, according to FIFA.com.

Even though USWNT didn’t win the world cup back in 2011 (it was a close call), they did win the gold medal at the 2012 Summer Olympics in London. However, many thought that they would deteriorate from their World cup loss, but others beg to differ.

Like mentioned before, when it comes to women’s soccer one of our rivalry neighbors is Canada. There’s nothing friendly when they play against each other in a match. Every tournament that the U.S. is involved in they try to demonstrate that they’re the best and want to stay the best. Canada wants to take it to the extreme by preventing some of their players to join a club team in the United States in the 2014 season. Canada is still striving to reach the number one spot, which they are trying to prove at the 2015 WWC.

No major advertisements are being seen at the moment. The reason could be is that the only team that is qualified at this point is Canada- and that’s only because they are hosting the tournament. Most likely towards the end of 2014, when the NWSL (National Women’s Soccer League) season ends, is when advertising and commercials will start to get released. Back in 2011, a few of the main players did two commercials for ESPN Sports Center. The main buzz was during the tournament on social media networks before then. As far as this year goes the girls have been active on social media networks such as, Instagram, Twitter, Vine and others just to get some buzz out there of their presence and association with soccer. I do hope that Nike-their official supplier of athletic wear, training gear, uniforms & footwear sponsors do put out some advertisements before the 2015 WWC.

Not only is soccer not the most popular sport in the U.S., but also women’s soccer is hardly on anyone’s radar. So wouldn’t we want to see all the commotion when Canada hosts the 2015 WWC next year? Just keep in mind that everyone will jump on the bandwagon after they win a big tournament like some did after the results of the 2012 Summer Olympics.

Consumers who pay attention to these ads are likely to buy such products because of certain American distribution centers and headquarters in the United States that cater to these Canadian Brands.

Advertising in global sports is an important aspect that can drive millions of dollars in revenue by marketing to sports fans on both useful and unusual products from the originating countries-both on the American and international sides.

The Dripping Faucet is Not an AdvertisementBy Jenna Martinez

When you see faucet dripping, a piece of trash lingering or a light left flickering, do you do something about it? Or the more important concern is, do you care? All these simple things that most people don’t think twice about contribute to what we know as global warming. Global warming to say the least is an issue that affects every person’s life, yet so often it’s not a high priority concern or problem that people are looking to resolve.

However, the circulation of advertisements displaying negative images of the realities of global warming have captured high amounts of interest and in return, raised more concern than that dripping faucet. So why is this? We hear about global warming alerts on the news, see protests from environmental activists and feel or endure the global changes, yet, our attention and concern about this issue is raised more by these ads across the world.

So what do these advertisements have? Well the real question is what do they have in common? The answer in generic terms is animals, more specifically invertebrates: fish, amphibians, reptiles, mammals and birds. From places like the Netherlands with its ad of an elephant to Brazil with its ad of an alligator, to Spain with its ad of a lobster, and the United States with its ad of a turtle, along with countless other ads from different parts of the world; they all seem to connect on the basis of wildlife.

So why is this? Shouldn’t people be more concerned with the negative effects of their own well being then that of an animal? The ads seem to say no, it seems people are more affected and inclined to be proactive regarding global warming when looking at advertisements showcasing the detrimental effects on animals than any other channel that expresses the toll that global warming can cause. People are drawn more to these ads and in essence, the negativity portrayed life of these animals.

With images of non-recycled garbage making up the animal body parts like in the deer Ad for Romania and messages like, “Rubbish can be recycled. Nature cannot”, it reveals this link that people are not only a contribution to global warming but that they can be a solution. This realization that is experienced has in return aided and furthered the support of programs like The International Fund for Animal Welfare (IFAW), World Wildlife Fund (WWF) and Advertising Community Together (ACT). These programs are a way for people to become proactive to the issues the advertisements raise and have received countless advocates that are not only contributing to making a positive difference for wildlife but the environment as well.

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For these reasons advertisements around the world continue to victimize and utilize animals. Since these animals are not actively participating in global warming like people, it raises awareness to the issues and encourages people to be proactive. Since these animals did not cause the faucet to drip, they are not able to fix it. So when people look at these advertisements across the world they seem to come to the sad realization that because nothing was done about those simple things that could have been fixed or avoided, these innocent animals suffer. So in that moment they hear, see and feel all the issues regarding global warming. Now the only question left is how many advertisements victimizing animals in regards to global warming must be seen and created to make a big enough impact for the faucet to stop leaking?

Propaganda is All Phony – Right? By Wei-Jen (William) Wang

When you see Uncle Sam pointing his index finger toward you or see giant Hitler stepping on tiny but ugly American soldiers, you know these are all about war – they are propaganda. Propaganda became a useful tool during World War I when the government spread out political announcements to its citizens; most of them were used to vilify the enemies in the war. The interesting fact is that propaganda is basically a similar form of modern advertising – they follow similar concepts and methods.

Many people are familiar with the Uncle Sam war propaganda and most of them will agree how powerful it is. Needless to say, the poster must’ve attracted many young soldiers when they walked by and saw Uncle Sam pointing at them and saying, “I want you”. In a soldier’s mind, he must think Uncle Sam specially selected him to be the hero, the savior of America. In reality, the designer played around the psychological tricks to the soldiers. Same as the Hitler propaganda, the designer tend to vilify the enemy into some kind of evil or ugly creatures, in this case, American soldiers. Compare these examples to modern advertising, where everything is almost the same. The advertiser will need to pick the target audience, find out the audience’s desire, and enlarge the message or feature. Of course, both advertising and propaganda are sharing the same purpose – creating awareness and sending out the message.

Overall, is propaganda containing all false information? The answer is, not quite. By sharing the same concept as modern advertising, the problem and message got enlarged in order to impact the audience and catch their attention.

A Not so Small World After AllBy Sarah Ullmark

Whether you’re a fan of the house of mouse or not, one thing is true: the Walt Disney Company is an international powerhouse. Since the company spans across almost 6 continents (sorry Antarctica) the company needs to be diversified yet still convey the same message across the board. It’s certainly not the easiest of tasks, however, this is a multi-billion dollar international company. Needless to say, Walt Disney Company makes it look easy, or rather- they more or less have this whole thing down to a science. What they tend to follow is a cookie cutter approach to their

advertising and marketing, taking the domestic (USA) ads and then dubbing or slightly tweaking them depending on what audience needs to be spoken to.

To try to provide a more narrow scope, let’s just take a look at the various advertising for Disney Resorts. Just for some background information, the Disney Company has five resorts (soon to be six) spanning across four different countries. These include: Disneyland, Disney World, Disneyland Paris, Tokyo Disney, Disneyland Hong Kong and soon to be Disneyland Shanghai. Now referring back to the cookie cutter reference, while these parks have different things to provide, the advertisements all follow the same tone and message. Take for example, the ads celebrating the anniversary of each resort. Whether it is the 50th of Disneyland, the 20th of Disneyland Paris or the 30th for Tokyo Disney, they all follow the same approach. Across the board the ads feature various Disney characters all coming together to celebrate. It’s a simple approach that can easily be appropriated for whatever audience. There’s nothing significantly different other than the resort specific castle slapped in the background.

While their domestic and international ads tend to be cut from the same cloth, one difference is that there is a sort of cultural awareness. When you’re a global giant it’s important for your brand to address or be sensitive to specific cultural elements that your audience finds important. Take for example Lunar New Year. Domestically, this was posted on social media sites like Facebook, Twitter, Youtube and the resort blog. There was also a small celebration and meet and greets within the parks themselves. Now compare that to Hong Kong Disneyland, where the celebration lasted almost an entire week. On the official Hong Kong Disneyland Facebook page, multiple posts about Lunar New Year were generated, which ranged from engaging questions, to showcasing specific products for the New Year. What’s something to take note of the Walt Disney Company is that it’s a western business, but it takes itself further as a global brand by acknowledging these specific culture references so it can communicate better with it’s global audience. Can it do a better job is another discussion for a different day.

I end this with one last comparison of domestic and global Disney. I believe that how the Walt Disney Company handles itself in the domestic market becomes a sort of mold or pattern that the international component emulates and morphs into a way that makes sense for its audience. As a brand-at least in the United States the Walt Disney Company has dealt heavily with social media within the last couple of years. Just recently there was a promotional video integrating Twitter, where 140 Disney characters all stood to form a giant hashtag, which was done to announce a 24hr opening for both parks. This was posted on all of the Disney social media sites such as Youtube, Facebook, Twitter and the resort

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blog. And it’s not just that campaign that the Disney Resort (US) is doing, they’re also doing another social media driven campaign titled “Show Us Your Disney Side” (hashtag under the same name). Now taking a look at the other global Disney Resorts you notice two things. One, they’re not doing the same campaign, and two; they don’t even have as nicely integrated campaigns as their domestic counterpart. What I’m interested to see over the years for the Disney Company is how the brand will handle the ever-changing social media market. Will the domestic side keep producing new ways to engage new and old Disney lovers through social media campaigns and from that, will the international market follow?

Tim HortonsBy Andrew Davis

When Americans think of coffee shops, Starbucks is the first that comes to mind then Dunkin’ Donuts, but in Canada, Tim Hortons is king.

Founded in 1964, by former National Hockey League player Tim Horton in Hamilton, Ontario the small coffee shop has grown to have over 4,000 locations across Canada. Their current campaign is “It’s Time for Tim’s” -marketing that anytime is a good time for Tim Horton’s coffee. With hockey being Canada’s past time much of their marketing works around it. Commercials showing midget teams and their parents after an early morning practice are the norm for Horton’s. A recent commercial staring Pittsburgh Penguins superstar, Sidney Crosby recently became a viral sensation with many people asking about the song that played throughout it. Tim Hortons was taken aback by the immense popularity and told the public the song had been made for the commercial. They have since made the song available for the public.

Dunkin’ Donuts with its many offerings other than coffee is the American coffee company that comes closest to mirroring Tim Hortons. Its advertising plays on the communities it is in and their customers. They like to focus on a single individual using their product but will sometimes go down the early practice for a sport route Hortons likes to follow.

Winning Gold: Advertising in the OlympicsBy Jane Garcia

The Olympics is a worldwide spectacle, where all countries watch and cheer for their respective countries. Every four years that it’s held a different country hosts it. Now, since it is a worldwide event that means that they are many brands, globally, wanting to advertise during these games. During The Olympics, many brands want the opportunity to showcase their brands to the entire world. They want to have an ad that is going to capture the attention of the audience and those audience members potentially becoming future customers of their products and brand.

The best way that brands do this is, they use celebrity endorsement or in this case, Olympic athlete endorsements. Different companies use athletes from different countries and use them in their ads. Let me explain a little bit, for example, Covergirl’s most recent campaign #GirlsCan featured many Sochi Olympic athlete Cover Girls, including figure skaters Gracie Gold from USA and Tessa Virtue from Canada. How they would run this ad is show more Gracie in the US and more of Tessa in Canada because each country would be more interested in their respective athletes that way; thus, the audience would be more likely to pay attention to the ad.

When looking at the advertisements from the summer Olympics many of them were centered in London, which makes sense because the summer Olympics was hosted there. Although this was summer, London is rarely sunny; it is always cloudy and rainy. Therefore, many brands paid attention to that big detail and used that to advertise.

No matter what country is hosting the Olympics, brands pay attention and use the countries’ landscapes and people to capture the attention of their audience. They also use athletes according to the country they are advertising in and run that ad in the according country. Obviously, advertisers during the Olympics in Rio de Janeiro will be advertising differently then how they did during the Olympics in London. It is just about being aware of their surroundings and using their resources to capture their audiences’ attention. Since Rio de Janeiro is very tropical looking, advertisers are going to use that to their advantage. Many ads are going to show Brazil’s landscape in the background because it wouldn’t make sense to show London scenery. When advertisers show that they pay attention to detail, the audience will be more engaged and feel a connection to the ad.

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Cultural Sensitivity in Global AdvertisingBy Marcela Gama DaLuz

Until the 1950’s, scarcity of goods allowed companies to advertise their products to a mass market. Today especially, that is no longer the case. We live in a society overcrowded with competition where firms spend billions of dollars on different marketing and advertising campaigns. Why? Our society is not the same; there are cultural differences within our American society—so you can bet that the same can be said about foreign nations. Companies must be sensitive to these cultural differences if they are to foster positive and long-lasting relationships with global consumers.

Advertisement is a form of communication that evokes deep feelings in the viewer. Different cultures attach different meaning to symbols and generally have different attitudes, which may make an advertising campaign successful in the United States, but bring outrage elsewhere. For instance, Coca-Cola’s advertisement directed at Greece showed the white marble columns of the Parthenon that crowns the Acropolis in Athens represented as Coca-Cola bottles. The Greeks were furious, as they refer to the Parthenon as the “holy rock.” This is an example of a mistake that could have been avoided. Sometimes the mistake can be purely based on translation. Another Coca Cola ad, in China used Chinese characters to spell out the sounds “Co” “Ca” “Co” “La.” Unfortunately, it found out after the ad ran that the characters they used actually meant, “Bite the wax tadpole.” In these cases, back translation, where a different interpreter retranslates a translated word or phrase into the original language would catch the error.

Another culture may also be different in how they respond to certain advertisement characteristics. Carrie La Ferle, an Associate Professor of Advertising in SMU’s Temerlin Advertising Institute, who worked on an ad campaign in Japan recounts how she learned of their different cultural perspective towards advertisements. “When I first moved to Japan, I thought their ads were weird,” she says, “some of them didn’t even tell you what the product was, much less what it did. Then I learned that the Japanese use more indirect forms of communication versus hard-sell, persuasion-driven advertising.”

When it comes to global advertising, those differences in the mindset of the targeted audience can have a huge impact. There are about 100 official languages, but it is estimated that at least 3,000 different languages are spoken in the world. There are as many different cultures as there are languages. When using advertisement as a form of communication with global consumers, it is best to speak in a language that they understand.

S p a r t a n A d C l u b

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