| Globalization of Popular Culture: Coke, Nike and McDonald's Advertising the American Dream |
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TOPIC DESCRIPTION As the Cold War came to an end, the era of Globalization was ushered in. Like the Cold War system, Globalization is an international system with identifiable structural features. However, unlike the previous era that was based on polarization, Globalization is based on the concept of integration. International integration affects financial markets, politics and culture. As countries become interdependent upon each other, and interaction among people becomes faster and more efficient through technological advances, a certain level of homogenization occurs. Three U.S.-based companies that are contributing to the homogenization in this era are Coca-Cola McDonald's and Nike. This discussion aims to reveal the part these three companies play in the globalization of culture through their transnational advertising. METHODS In order to engage in this dicussion, I will review the companies' views on and executions of their international advertising campaigns. The discussion will also be tied to Williams' article as it reflects the elements of modern advertising and promotion and the fulfillment of wants and desires. DISCUSSION OF TOPIC While the Cold War era was underway, a new international system was taking shape. Much like the technological advances that created the Industrial Revolution, so too a new technological wave contributed to the emergence of globalization, an era that stands in stark contrast to the Cold War period. The unifying technology, epitomized by the word "Web," allowed communication among people to move much more quickly and effectively. The democratization of technology, finance and information became the foundation of this new system. (Friedman, p.73) The consequence is that the world is becoming highly integrated, with nation-states, transnational corporations and individuals becoming increasingly interdependent - an interdependency that affects economics, politics, environment, national security and culture. (Friedman, p.23). Like all eras, globalization is marked by unique attributes. The defining forces of integration, free-market capitalism, new technologies, speed, and dynamic change converge to form a system. It is a state in which innovation replaces tradition (Friedman, p. 11). It is a state in which the U.S. and its transnational corporations, with its powerful economic, military and cultural reach, are driving forces with much to gain. Corporations, including Coca-Cola, McDonald's and Nike, become transnational for one purpose - to gain access to new markets in order to increase revenue. But more penetrates these new markets than the product itself. A product that is wrapped in experience, feeling and emotion brings those aspects with it as it enters the new market. Coca-Cola, McDonald's and Nike are not simply selling sugar water, hamburgers and running shoes in new markets - they are selling a piece of what it means to be American. While many reject the advances of these three corporations, many more accept them, as evidenced by strong worldwide sales of the products. The result of increased exposure to and acceptance of American products is the rapid spread of American culture. As the world becomes more integrated and a new global culture emerges, it is American culture that will comprise much of that culture. FINDINGS Globalizing the "American Dream" through advertising "Advertising is a potent force for change� selectively reinforcing certain values, life-styles and role models." (Douglas, International Advertising) The Industrial Revolution drastically changed the attitude toward consumption. It increased access to goods and ushered in the modern concept of advertising. The changes that occurred at the turn of the 20th century are now being reenacted on a global scale. New buyers are being exposed and given access to products historically viewed as only for the rich. Principles of advertising that have been developed over the past 100 years, primarily in the U.S., that appeal to desires are now repeated across the world. According to Williams, the 1900 exposition in Paris symbolizes the shift in the view of materials from a necessity to fantasy. Goods became the salve for desire, replacing other aspects of culture that had historically met emotional needs. (Williams, p. 203). Consumers became tantalized by a "dream world" of "pleasure, comfort and amusement." (Williams, p. 203). The Democratization of Luxury and the Fantasy of Wealth Prior to the Industrial Revolution, there was a division of products that were available to each class. As technological advances made products less expensive, middle and working classes were able to purchase products historically unavailable to them. Suppliers, faced with large volumes of products, had to find a way to "move" their products more quickly. This sparked a change in the method of product communication, and thus our modern concept of advertising was born. Advertising began to enflame the desire of the middle and working classes by appealing to their sense of fantasy. (Williams) Advertisers began to imply that owning certain products would put the consumer on the same level as the rich, giving them a temporary sense of wealth. Today, further technological advances are giving rise to the spread of new products. As in the early 1900s, advertisers today are promoting the fulfillment of fantasies to new consumers. Today, accessing the products of the wealthy means purchasing products that represent American culture. Coca-Cola, Nike and McDonald's are three of the strongest representations of American culture. Coca-Cola's history and tradition is built upon more than 100 years of American life. Despite 80% of its profits coming from outside the U.S., Coca-Cola has not abandoned its American roots, as it would be a major marketing mistake. (Ries, p. 148). Nike, according to its 2000 annual report, stands for "dreams, irreverence, winning and competing hard, and change" - concepts often attributed to American values. McDonald's is typically defined as fun, with the hamburger - the quintessential American meal - at its core. Fulfilling Needs of Pleasure and Success Coca-Cola, McDonald's and Nike enflame the desire of the global consumer by appealing to other fantasies beyond wealth. All use images to communicate quickly to reach subconscious desires. The three also use a consistent message throughout the world. � Coca-Cola and Happiness Will you become happy if you drink a Coke? Coca-Cola thinks so. Starting in the 1960s, Coca-Cola added "bliss, happiness and freedom" to their brand descriptors. Advertising campaigns reflect this theme, including the "Life Tastes Good" campaign that is currently being used around the world. In storytelling style, Coca-Cola's TV commercials depict Coke's presence in peoples' lives. According to Coca-Cola's Chief Marketing Officer, "These stories express feelings of optimism, of brightness, of spirit." (www.cocacola.com) � McDonald's and Companionship McDonald's advertising stresses family, togetherness and comfort. It is often shown as a salve for loneliness, as seen in a Finland TV advertisement in which a boy, unhappily seeing his new home, suddenly becomes joyous when he sees a McDonald's across the street. Heavy emphasis is placed on Ronald McDonald, which children respond to as a "comforting uncle" (Foreign Policy, p. 26) as well as scenes of friendship and warmth. � Nike and Personal Victory Focusing on individual triumph, Nike incorporates both celebrities and "ordinary" people into their advertising. Global advertising depicts individuals facing and overcoming physical and emotional (sports-related) challenges, resisting excuses and using creativity to express their individuality. Local relevancy A primary rule of advertising in this global age is relevancy. Consumers in their local markets have to feel that they can identify with the advertising and understand how it fits into their lives. Coca-Cola, McDonald's and Nike all have stated their belief that their advertising has to be tailored to local cultures, and will use local advertising agencies to ensure the relevancy. In 1996, Nike's VP global marketing communications stated that, "We have to approach our brand marketing from a global point of view, but also must devise a country-by-country plan to make the brand part of the cultural fabric." (Jensen) This is primarily accomplished by the incorporation of local sports heros and sponsorship of local sportsteams. Coca-Cola also realizes the necessity of incorporating local interests. The company's chief executive, Douglas Daft, stated that "local sensitivity (has) become essential to success." Of the new "Life is Good" campaign, the company's VP of Marketing noted that, "Countries also were free to create their own advertising consistent with the overall Coca-Cola conceptual framework." McDonald's, like Coca-Cola, has an avowed "think globally, think locally" strategy. In its advertising, McDonald's focuses on individual menu items available within each country, local movies and entertainment. CONCLUSIONS Many feel globalization is a negative force that homogenizes culture and reduces local control. The question is, does globalization homogenize culture, or does it Americanize culture? As American brands spread, so do the values and ideals of the U.S. Exposing people worldwide to a limited number of products will make these products part of the global culture. As the U.S. deposits more into the bank of the global culture, American culture will be disproportionately represented. As noted above, Coca-Cola, McDonald's and Nike all claim they understand the need to adapt to local cultures. However, their claim is not entirely true. The three companies maintain one corporate image, one brand and one set of attributes. True, they "adapt" to local cultures by translating the meaning of their text correctly and reflecting local situations in their advertising. However, these "tweaks" are simply to make their products seem more familiar. Despite slight modifications, they remain a solid representation of American values and ideals. As Williams wrote in "The Dream World of Mass Consumption," the fulfillment of the desire for wealth was illusory; consuming mass-produced versions of products historically available only to the rich did not make the middle and working class wealthy. Similarly, global consumers of Coca-Cola, Nike and McDonald's products will not become rich, successful and satisfied. What they will become is more American. REFERENCES Chura, Hillary and Linnett, Richard, "Coca-Cola Readies Massive Global Campaign" Ad Age (April 2, 2001) Chura, Hillary. "Coke brands IPG as global ad strategist," Ad Age, (December, 2000) "Coca-Cola's Chinese sales up in spite of anti-U.S sentiments," AdAge.com International Daily (July 9, 1999) Crawford, Anne-Marie. "View from London" Ad Age Global, (November 13, 2000) http://www.adageglobal.com/cgi-bin/article.pl?article_id=57#top Dignam, Conor. "Brands are not our gods, they're just good friends" Ad Age Global, (March 12, 2001): http://www.adageglobal.com/cgi-bin/article.pl?article_id=110 Douglas, Susan P., "International Advertising," International Encyclopedia of the Social and Behavioral Sciences (to appear 2001): http://www.stern.nyu.edu/~sdouglas/rpubs/intad.html Douglas, Susan P. with Nijssen, Edwin J. and Bressers, Paul, "Attitudes Towards Foreign Products: Extending the Animosity Model," AMA Global Marketing SIG Joint Conference, (July 6, 1999): http://www.stern.nyu.edu/~sdouglas/rpubs/attitudes.html Friedman, Thomas L. The Lexus and the Olive Tree, New York, Anchor Books, 2000 http://www.coke.com http://www.mcdonalds.com http://www.mcspotlight.org http://www.nike.com Jensen, Jeff, "Marketer of the Year: Nike" Ad Age, (December, 1996) "McAtlas Shrugged," Foreign Policy (May/June 2001) Reeves, Rosser, Reality in Advertising, New York, Alfred A. Knopf, 1961 Rhodes, Richard (editor), Visions of Technology, "The Insidious Dangers of Radio Advertising." Printer's Ink, 1923 Ries, Al and Ries, Laura, The 22 Immutable Laws of Branding, New York, HarperCollins, 1998 Warner, Bernard, "Nike's New Net Religion," Industry Standard, (May 29, 2000) http://www.thestandard.com/article/0,1902,15217,00.html?body_page=1 Williams, Rosalind, "The Dream World of Mass Consumption," Rethinking Popular Culture, Berkeley, Los Angeles and London, University of California Press and University of California Press, Ltd., 1991 |