The extremely popular ice cream company Ben & Jerry's has made a commitment to supporting the fair trade movement. In 2005, the company began their support of the fair trade initiative by using fair trade coffee in its coffee flavors. Since then, they have continued to source fair trade cocoa from the Ivory Coast and Ghana, vanilla from Uganda, and coffee from Mexico. On … [Read more...]
Wicked Tuna
The National Geographic television channel recently premiered a show titled "Wicked Tuna." The show follows fishermen based in Gloucester, Massachusetts, as they set out on the North Atlantic to catch the elusive bluefin tuna. In this article , National Geographic points out the issues surrounding the bluefin tuna. According to the author, "since 1950, the adult bluefin … [Read more...]
K-Pop: To Chile and Beyond
The spread of Korean pop music, or "K-Pop," around the globe has astonished the music industry. As this article notes, Korea's brand power is already great in South America, with the dominance of Korean automobiles like Kia and Hyundai, as well as technology companies, such as Samsung and LG. Such a dominant presence of these global companies is expected, but the emergence of … [Read more...]
Readings
Boli and Lechner chapter 46 Boli and Lechner chapter 47 Review Boli and Lechner chapter 14 Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture by Dana L. Alden, Jan-Benedict E. M. Steenkamp and Rajeev Batra: http://www.jstor.org/stable/10.2307/1252002 Cultural Values Reflected in Chinese and American Television … [Read more...]
The Advertising Agency Perspective
As an advertising agency, the ultimate client is a huge international corporation whose product is used universally. However, with global companies come a huge variety of cultural audiences. How one sells a McDonald’s cheeseburger in Australia is probably extremely different than how one sells the same product to an Argentinean. The challenge is creating a consistent image … [Read more...]