Globalization and Local cultures Essay Example for Free

Globalization and Local cultures EssayThe present scenario represents a highly dynamic environment, where trans guinea pig advertising, globalization and local culture are found to be closely linked with each other. This essay discusses and critically evaluates much or less of the major issues that are entang lead in the relationship mingled with transnational advertising, globalization and local culture. Issues Some of the hearty issues that are linked with transnational advertising, globalization and local cultures are as follow ? CommunicationAs a result of globalization, the need for transnational advertising in an legal manner has increased. Globalization has led to the proliferation of capacious summate of products and it is through advertising lonesome(prenominal) that the consumer can be made aware of the uniqueness present in the product. Transnational advertising requires creativity along with the whole step of being magnificent depending on the firm. Critica l evaluation The critical evaluation of the issue of communication depicts that advertising should be based on the proper search and well planned groundwork.Advertising should communicate a specific message to target audience in a persuasive and believable manner and as well it should non hamper the cultural value of targeted audience and others (Fowles 1996). Globalization has prompted the evolution of advertising agencies, which conduct market research for the clients. Market research deals with the commercial accommodation of standard social science methods in a qualitative and quantitative manner, which should be interpreted in a rea heelic form.Production of advertisement should not be restricted to just as a business relation between the agency and client rather its content and practices must be subjected to some self regulatory codes. For instance, cigarette advertising on TV and radio, magazines and newspaper is banned due to federal acts. On the other hand, lack of repr esentation of large number in the advertising of cigarette is the result of self- regulatory code (Sinclair 1991). ? Creating consumer Advertisers usually focus on some repetitive themes such as contentment, youth, achievement, status, lavishness, fashion and attractiveness.As a result of this, Social Opposition and differences among the class get concealed and workplace conflicts are not revealed. Global campaigns propose that remedies for the human problems can be found in the individual consumption, which depicts a perfect channel for mass energies. Critical evaluation Critical evaluation of the above paragraph states that Consumer democracy serves as a substitute for establishing political democracy. The transformation in the U. S.Pepsi ad campaign, for use in Brazil, which was Join the Pepsi Revolution describes that numerous people are left with no other alternative for expressing their requirement for social modification. The only viable option includes changing the brands a nd enhancing their consumption. Globalization has caused an increase in the transnational advertising and it is one of significant reasons for the enlargement of transnational culture and collapse of traditional cultures. In French or English, the foreign lifestyles of a blond jetsetter are related with the Western products and agree a sign of modernity.Not only this, they in any case believe that the elements, which are modern, are superior. On the other hand, traditional elements are absolutely unpleasant. Thus, it will not be wrong to say that transnational advertising and globalization strive towards the removal of local cultural variations. The strategy of global marketing is highly effective as it rarely requires conscious subversion. The message, which states that we will sell you a culture, has greatly accounted in the global advertising campaign that acts as a fact advertising message utilized in all the countries.The reason behind an increase in preference of worldwide advertising is that it is extremely economical and more effective despite of the fact that it may wildly clash with the local environment (Stravens 1996). Virtue of respect This is another major issue which represents relationship between transnational advertising, globalization and local cultures. The process of globalization involves principles and motivation of people. Therefore, it is necessary to make modifications in the global strategy and specific marketing concepts must be directed towards the identified groups.Critical evaluation Critical evaluation of the above stated paragraph reveals that the virtue of respect can be protected from the excerpt of foreign culture, if the government takes effective measures to make this fact clear that although they might spend a penny an global outlook, yet traditional values will also be given due consideration. The government of capital of Singapore has done it effectively. Here, government formulated a list depicting good and bad as pects of the Asian and western values. This list assisted in the adoption of good systems from both the Asian and western values.In Singapore, it is very essential to understand the family for understanding the consumer behavior. This is so because family has a huge influence on making the decision related to the products purchasing and consumption (Stravens 1996). Economic management In order to maintain a smooth relation between transnational advertising, globalization and local cultures, it is necessary to focus on the aspect of economic management. Values can play both the positive and negative role depending on the developmental stage of a realm and extent of preference given to the Asian values.Not only this, global context is also very important. Critical evaluation From the above paragraph, it is clear that in a world where goods and services move freely across the national boundaries, Asian values can become a part of liability if they do not understand the significance o f transparency and accountability. For instance, Singapore is among the developing country that maintain a right blend between the Asian and western values. On the other hand, in South Korea, grouping of traditional and military cultures has led towards extreme dependence on enterprise system.As a result to this, issues like lack of transparency and failure in rationalizing the business structure have aroused (Sung-Joo 1999). Increase in the Decision makers Globalization and transnational advertisement has brought about a revolution in the decision making capability. Not only this, it has also increased the number of decision makers in a family (Restall 1997). Critical evaluation Globalization has led to formula of developed means of technologies for advertising in an effective manner.In a survey, it was found that children in Australia have greater access over the television and computer. This reflects that marketers should give due response to the kids as they also play a signifi cant role in decision making, especially in toys, games, fruit drinks and home PCs (Winton 1998). Not only this, globalization has reappeared as a rational projection of the digitalized revolution. Globalist theories are promoting the idea that people across the world can share widespread common culture (Watson 1997).The only aspect which an advisor should keep in mind that it should not hamper the local culture and must depict any vulgarity and sex. Dignity should be maintained epoch portraying a male or female in an advertisement. For instance, lee jeans (1987) depict two males and one female draped across bicycle. It is necessary to unloose the extent of openness in such advertisements (Wernick 1994). Conclusion From the above detailed discussion, I would conclude with the note that a close relationship exists between the transnational advertising, globalization and local cultures.In order to make the process of globalization successful, it is necessary for the leaders of the g lobalization to practice the virtues of esteem for religious and cultural values and also surrender their economic self-centeredness for the betterment of the people enduring poverty. This serves as a challenge in front of the world leaders to throw attention to the dimensions linked with the religious and cultural aspects. Globalization portrays a culture of global mass, which is influenced by the contemporary means of cultural production such as Internet, movies, TV, advertising etc.Developing countries are required to understand the significance of globalization. A right blending of Asian and western values is required to mount the benefit of globalization. On the other hand, globalization and transnational advertising should not hamper the local culture, which can be done by effective formulation of rules and regulations by the government.References A. Wernick (Re-) Imaging Gender The Case of Men, from Promotuional Culture. London Sage, 1994, pp. 48-66. ISBN 0803983913 B. Rest all, ABreakthrough in the study of women, from Production of Culture/ Culture of Production, (ed) P.Du Gay, London Sage, 1997, pp. 225-232. ISBN 0761954368 Felix Stravens, Advertising in Singapore, in Advertising in Asia, (ed) K. Frith, Ames Iowa State University Press, 1996, pp. 273-291. ISBN Hang Sung-Joo, Asian Values An Asset or a Liability? , in Changing Values in Asia, (ed) Han Sung-Joo, SingaporeInstitute of Southeast Asia Studies, 1999, pp. 3-9. ISBN 9812300635 John Sinclair, Advertising in the media in Australia, 2nd edition, (ed) S. Cunningham and G. Turner. St Leonards. NSW Allen and Unwin, 1991, pp.267-276 ISBN 1863733434 Jib Fowles, Deciphering Adverstisements, from Advertising and PopularCulture, London Sage, 1996, pp. 167-183. ISBN 0803954824 J. Watson, Transnationalism. Localization, and Fast Foods in eastmost Asia, fromGolden Arches East McDonalds in East Asia, (ed) J. Watson, Stanford Stanford University Press, 1997, pp. 1-38. ISBN 0804732078 K. Winton, Pizza and tech talk but hold the veggies, Communications update, No. 147, September 1998, pp. 10-11. Noreene Janus 2007, Cloning the Consumer Culture, viewed 30 April