Same Product Concept Based on

Standardization of Advertising
Values often thought to be universal may,
in fact, be a reflection of the cultural
context in which they are considered.
As
with
any
research,
identifying
universal trends can not escape the
researchers own assumption and ways of
seeing the world.
Culture provides a vehicle for trying to
make sense of what is behind that on the
surface may appear to be a trend.

Case: Advertising of
contraception

Comparation

Managing Meaning Matrix

GLOBAL ADVERTISING
QUADRANT 2
Local adaption

LOCAL CONCEPTS AND

MESSAGES
QUADRANT 3

GLOBAL CONCEPTS AND

MESSAGES
standardization
QUADRANT 1

ase of contraception product shows an attempt to move towards the lowe

ant(Q1) although what the company found is that is still more cost effect
border on Quadrant 2.