Abstract
Consumption is at the core of the capitalistic world. In order to take people into buying your specific product, companies bet on advertising. The bottom line is: how can one marketing campaign convince every single person around the world? Should the campaign be global or local?
In order to understand the different marketing strategies, we have, first and foremost, collected as much advertisements as possible in order to choose relevant sectors (perfumes, dairy products, banks, snacks, alcoholic beverages and STD). The adverts are either printed on TV, advertised on the radio or even shown at the cinema; we have studied all the media channels. Besides, we looked up for theories on communication in books such as Global and multinational advertising, edited by Basil G. Englis and "Comprendre le consommateur chinois", by Laurence Parisot.
As conclusion, we found out that the best strategy was "glocalisation". Glocalisation consists adopting specific codes for each nation while conserving certain homogeneity at the continental scale. Therefore, the brand has a patent, its style is recognizable, and it is widely accepted by populations with cultural differences.
This is an art about which only advertisers know the secret.
