Question

In Japan, where consumers find it difficult to say “snap, crackle, and pop,” Kellogg changed its slogan for Rice Crispies to “patchy, pitchy, putchy.” Kellogg also needed to change the name of “Bran Buds” cereal in Sweden, where the name roughly translates to “burned farmer.”

In some countries, colors used on products and in ads have to be changed because white is a mourning color (Japan), purple equates to death (much of Latin America), and green equals jungle sickness or malaria (Malaysia).

Despite these rather dramatic examples of promotional adaptation, the big question still remains: Is it better to standardize global advertising or is it better to adapt, and why? Discuss (and give at least one good example from your readings or research. Keep your comments thoughtful and substantial, but preferably no more than 200 words.

Answer 1

The purpose of advertisement is to create awarenes about a particular product or service among the people to increase the sales and earn profits.

Advertisement should not be standardised and it should always adapt to different areas according to the people's taste, their values and the culture of that area.

This helps the people of the area to connect more to the advertisement and this will lead to better sale of the goods and services.

For example, Mcdonalds makes use of local symbols for its advertisement in France. Asterix and Obelisk which are the two most famous cartoon characters of France are used for the advertisement. This will attract the kids of France towards this brand.

Also Mc donalds is named as Mc Do in France which means a hot and cheesy sandwich in the local language.