Global Media and Identity

Pre-Investigation Response:
What do I currently know about global advertising?

Based on this knowledge, what is my PRE-Investigation Response to the Inquiry Question:

POST-Investigation Response:
Now that I’ve examined the inquiry question, my response is…

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Task 1: Key Understandings
Create meaning for the following terms (you can look up the terms, or use the glossary in your textbook)
• Cultural diversity-

• Cultural Homogenization –

• Cultural Hybridization –

Task 2: Explore the websites of a multinational corporation.

You can choose one of the following or another major corporation (circle the one you pick):

- McDonalds - Sony
- Nike - Microsoft
- Coca-Cola - Apple Computers
- Disney - WalMart

• Activity one: Go to the main website for the company you have chosen, and look for links for
three different countries, one in Asia, one in North America, and one in Europe. Fill in the
following chart by listing the name of the country the website is located in (or directed
towards), then highlight the answer that best reflects the website for each country in each
column.

Country: Country: Country:

Symbols website used website used website used website used website used website used
and symbols, language globally symbols, language globally symbols, language globally
language and visuals unique recognized icons and visuals unique recognized icons and visuals unique recognized icons
to the culture or images to the culture or images to the culture or images

Beliefs website was website had a website was website had a website was website had a
values culturally sensitive common message culturally sensitive common message culturally sensitive common message
to local reflecting common to local reflecting common to local reflecting common
beliefs/values core values around beliefs/values core values around beliefs/values core values around
the world the world the world

Products products or products or products or products or products or products or

and services were services are services were services are services were services are
services modified to meet common modified to meet common modified to meet common
cultural needs or throughout the cultural needs or throughout the cultural needs or throughout the
demands world demands world demands world

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 • Activity three: After completing the table above answer the following two questions regarding your
chosen company website.

Does the advertising for the product/service reflect cultural differences?

Are products or services tailored to the unique cultural setting?

• Activity four: Shade in the three countries you have chosen in your website examination.

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Task 3: Fill in the
Venn diagram using point form to record how marketing and products/services are similar and
different in the three regions.

Region 1: _________

Region 3:
Region 2: _________
_________

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TASK 4: As a class, we created criteria using the post-it stamp activity, in the space below record the
criteria we created.

How can a company promote cultural diversity?

How can a company destroy cultural diversity?

TASK 5: Using the criteria created above place your company on the spectrum below and answer the
question below

Provide a rational (reasoning) for your placement of your company on the above spectrum.