Global form av reklam och dess vetenskapliga debatt

En kvalitativ studie av fyra globala kampanjer

I?ve chosen primary to analyze commercial form of advertising by world leading companies; McDonald?s, Coca-Cola and HP due to their implementation of global advertising. The fourth campaign that?s being analyzed is not of commercial type instead it?s characterized as an informative campaign that the ideal organization Amnesty is carring out.  The study has been successful in gathering data that could be presented in correlation with already established theories and then comparing the results. The goal of the research is to create an understanding regarding global advertising as well as the scientific debate that?s going on within the subject. The scientific research has been debated for a long time regarding advertising that?s positioned globally; whether it should be standardized or adapted. This means whether advertising should look the same in all countries or if it should be adapted to a nation?s specific culture. Scientists haven?t yet been successful in establishing what?s considered to be more prominent due to various diverse opinions.By implementing content analysis together with semiotic analysis as a reinforcer, the study was able to examine the global advertising?s design and their common characteristics. Within this study the campaigns have been studied both visually and verbally in addition to their messages and values. The McDonald?s and Coke campaign has been categorized as advertising that reflect specific kinds of lifestyles and therefore characterized as ?lifestyle format?. HP campaign on the other hand was using celebrities. This contributed that their global campaign became very personal because the celebrities were reflecting their own personality in the commercials. That?s why HP was categorized as the ?personalized format? while Amnesty remained characterized as an informative campaign. Results show that these campaigns? global form of advertising weren?t only implementing standardized form but also incorporated adapted commercial characteristics as well. This is what the theorizers Hassan, Craft and Kortam call a?hybrid strategy? that?s by their opinion most effective form of global advertising. Another important result was that the ?creative strategy? (its promise/statement) is what makes the campaign cohesive. While the ?creative tactic? (the visual elements) differs more or less within an advertising campaign.


Maria Petrovic

Lärosäte och institution

Karlstads universitet/Fakulteten för ekonomi, kommunikation och IT


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