The Impact of Cultural Differences in

Global Advertisement

Dr. Yikuan Lee

 L’OREAL - COSMETICS
The Asian women related beauty with white skin. L’oreal lunch the revitalift product as
“Revitalift White” as a method to
reduce the signs of ageing.
They chose a very young Asian model
In western societies, to market a beauty product as whitening product could
result offensive or racist. The same product, Revitalift is clearly focusing just in
reducing wrinkles, word that is not used in the other ad. Also they use mature
famous actress to show the results. The standards of beauty are quite
different.
達美樂 , 打了沒？
DaMeiLe, DaLeMei?
The rhyme of humor:
“Daddy’s Hungry, I’m Hungry.”

In 1995, the brand awareness went from 3% to 15% in 6 months.

Now, Dominos has 137 stores in Taiwan.

Domino's Ad Featuring Japanese Computer-Generated
'Vocaloid' Hatsune Miku

• http://kotaku.com/5989097/this-dominos-pizza-
commercial-is-truly-bizarre
Pizza, you will fall in love with Double cheese, double ham
~ Poland, Europe ~ US
 Sony PSP ad in Netherlands

PlayStation Portable White is Coming! • This image seems

okay in
Netherlands
• US consumers see
it as racially
incentive.
Dolce & Gabbana ad International

US:
Artistic and sexy

Italy and Spain:

A rape scene
Ads of Samsung Galaxy in the
world
Samsung Galaxy in the USA. The slogan:
Life companion
 Samsung Galaxy Dominican Republic
Translated as: “Your Lifetime Partner”

• A little bit more “romantic” connotation

• Also the image is more relaxing and romantic than the
one used in the US
India: It says “Local Translator Included”
Very ethnic
 In Madrid, Spain, a subway station actually
posted the name of “Galaxy” for some weeks.

This station (Sol) is like Union Square in NYC.

 Ads of Nike in Latin America

• They launched a campaign having Soccer as a

protagonist.
• In Latin America the soccer is almost a religion. The
campaign feeds the rivalry between countries as
Argentina and Uruguay, historic big enemies in soccer.
• It is a campaign considered aggressive.
 Argentina

Let’s defend what is ours, and take what is theirs

Live to leave our lives in each ball

 Uruguay
General Ad for the Campaign

Dominate any
Neighborhood (country)

To win is not important, it is the only thing.

 McDonalds in Japan
• They use a version very sexy of the McDonalds
clown that has been controversial in the USA
for being considering sexiest.
 McDonalds in Egypt
This ad has also been considered sexiest or
offensive for women, even thought the
intention was to be funny.
 McDonalds in Germany
• Comparative ads, 2011
 EX: Global ad
• Theme: The impact of cultural differences on
global ads
• Examples of ads that are so different due to
cultural effect
• Attach the ads (photos, youtube site…etc)
• Attach the article that your site
• One-page write up on how national culture
contribute to the differences of these global
ads