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The Advertising Industry and Globalization, 2002.
This paper looks at the advertising industry's role in globalization.
4,650 words (approx. 18.6 pages), 16 sources, APA, £ 83.95
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Abstract
This paper is an international political economy examination of the role of advertising on the promotion of globalization. The author theorizes about the role advertising plays in the creation of global consciousness and how they create consumption, leading to globalization. It is concluded that through the advertising industry, we can both see the progression of globalization and observe the process in action.
From the Paper
"?Where?s the beef?? These three words catapulted Wendy?s into the North American media spotlight during the mid-1980s. As a direct result, their revenues increased by 31% and their profits by 24%. ?Where?s the beef?? became so ubiquitous that vice-presidential candidate Walter Mondale used it during the 1984 US presidential campaign. Such is the power of advertising, and as such, the power of the advertising industry. An arbiter of the ?cool?, the ?useful?, and the ?now?; the power of the advertising industry is arguably a reflection of the increasing importance of ?the sell? in modern society. Major daily newspapers devote pages to the latest (and greatest) deals, mergers, and acquisitions of major corporations. Business news broadcasts on radio and television, relay these same deeds with all the excitement of sporting events. Politics itself is increasingly being ?sold? to the public. The ?packaging? of political ideas into crisp soundbites, political candidates into ideal persons and the ?spinning? of issues in order to get the public to accept (or buy into) a particular candidate or side of an argument, has increased greatly in the past twenty years. The advertising industry has become increasingly forthright in telling the public that its endeavouring to sell them products, and even ?spin doctors? as they are colloquially known, have stepped into the fore of the political arena. There are magazines devoted to praising, criticising, and poking fun at advertising tactics. In the political arena, there is an increased effort to not only recognize the ?spin? of an issue, but to also anticipate what form the spin may take on certain questions. In this environment, the advertising industry has become an increasingly relevant factor in everyday life and, concomitantly, in the study of international political economy (IPE). Not because of the obvious fact that many of the larger advertising firms are transnational in nature and therefore, directly within the IPE?s sphere of study. Rather, the industry?s relevance stems from the fact that its purpose, talent, and trade is persuasion ? persuasion that is increasingly being carried out internationally. This paper will argue that one such consequence has been, and continues to be, the perpetuation of the process of globalization. By globally executing marketing and branding campaigns, the advertising industry furthers the process of globalization by leading to the formation of multiple global consciousnesses along the lines of consumption ? consumption that has played a role in generating."
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Ethics in Advertising in Beauty Industry, 1999.
Provides an industry overview and a look at natural vs. botanical products. Examining issues of testing, chemicals, shareholder theory, complaints, theory of social objectives & responsibility. Includes charts.
4,725 words (approx. 18.9 pages), 31 sources, £ 93.95
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From the Paper
"ETHICAL CONCERNS WITH ADVERTISING IN THE BEAUTY INDUSTRY
Problem Statement
The ?beauty? industry is comprised of multiple and somewhat diverse players. Included in this industry are cosmetics, nutritional beauty products, the purveyors of products and services designed to improve appearance (exercise machines, hair pieces, consulting services, cosmeticians, and even physicians), and many others.
The cosmetics segment of the beauty industry produces and markets both cosmetics and toiletries?personal care goods (Royce, 1994). Cosmetics are by and large discretionary products. Thus, retail sales are heavily influenced by both advertising and new product introductions). Product differentiation through advertising is essential in the .."
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Global Advertising Agencies, 2006.
A study in the relatively recent phenomenon of global advertising agencies.
2,975 words (approx. 11.9 pages), 13 sources, MLA, £ 60.95
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Abstract
This paper looks at the transition from local ad agencies to global conglomerates. These new mega firms, as the author explains, are responsible for creating world-wide advertising campaigns that must have universal appeal, while also maintaining local relevance. The author examines a number of case studies based on international companies seeking to promote themselves from Europe to the Far East. The paper analyzes what campaigns worked -- and why -- and how ad agencies are able to position themselves as global agents.
From the Paper
"Reality, however, varies from Germany to Australia, from Japan to Italy. So does make-believe. In order to be truly global (and yet, at the same time "local") one has to understand what works in each nation, what attracts potential customers, and where is that attraction? It is this notion of "going global" that has changed the face and the fate of American Advertising Agencies."
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Global Differences in Advertising, 2004.
A look at how similar products are marketed in different locations around the globe.
1,039 words (approx. 4.2 pages), 1 source, MLA, £ 25.95
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Abstract
This paper takes the example of a computer and looks at how different channels advertise it in order to sell to the local community. The paper looks at the various forms of advertising used today, including print, television, Internet, and other forms. The writer explains that Internet advertising is more global than the other forms, as anyone around the globe can access the information.
From the Paper
"In seeing that a firm can use different media for targeting its customers, it seems appropriate that a company uses television for mass marketing of its products, i.e. computers, while print media is selective and targets its products toward people who are educated and read the newspaper. In case of the Internet, the main segments of the computers will be young users customers and hobbyists, who like to navigate different sites and want to find out more about the products. However, an Internet site can also focus its advertisements for offering more information about products so that even a common person who owns an Internet service can navigate different Internet sites of the computers to make its buying choices."
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Industry Analysis: Mobile Advertising, 2002.
The paper examines the benefits and advantages of using outdoor billboards and driving car-wrap advertising.
1,158 words (approx. 4.6 pages), 10 sources, MLA, £ 27.95
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Abstract
In this paper, the author looks at the growing outdoor advertising industry and discusses the reasons for its increasing popularity over traditional advertising methods. The act of using personal vehicles to carry advertising messages is a rising economic trend due to the continued growth in American driving.
From the Paper
"Traditionally, billboards and outdoor advertising have been considered an inexpensive way to reach consumers in targeted areas with specific businesses. One of the fastest growing sectors of the outdoor market is the emergence of the Internet E-commerce companies. One of the focuses that Driving Billboards is taking in the future is to determine methods of linking drivers who use mobile phones (an increasing segment) with the emergence of wireless internet connectivity and offer dot.com companies package deals, where they can advertise on a car or truck, with an advertising message that asks drivers to click on the Internet site for instant response. The future of this field is limitless."
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Globalization and Global Labour Patterns, 2005.
An analysis of the factors leading to globalization and global labour patterns.
2,700 words (approx. 10.8 pages), 10 sources, £ 73.95
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Abstract
This paper discusses globalization and global labour patterns. The paper argues that in a globalized world corporations are determining the labour conditions in both developed and developing countries. It suggests that the corporations are essentially making cheap, unskilled and flexible labourers.
From the Paper
"Globalization and Global Labour Patterns Globalization is one of the most controversial issues in politics and economics. In "Note on Terminalogy" David McNally defines globalization as, "The mainstream term for the new world Economy of the past twenty years" (McNally 9). How exactly has the world economy changed? While discussing the political and economic changes that have occurred over the last three decades Teeple explains, A system of highly integrated world trade was an irreversible fact by the end of the 1970s, confirmed and hastened by the new means of transportation and communications, whose increased productivity were transforming the worldwide distribution of products and hence the global conditions for valorization (Teeple 71)."
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Processes of Globalization and Shared Global Culture, 2005.
A discussion on whether the processes of globalization are producing a shared global culture.
2,028 words (approx. 8.1 pages), 4 sources, APA, £ 44.95
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Abstract
The paper states that it is not complicated to find some globalized places such as airline terminals, international hotels or CNN business news revealing the effects of globalization and its repercussions on our understanding of culture in the modern world. The paper relates that through the growing of global interconnections and the processes of ideas and global goods crossing national borders, cultures fuse across the globe. The paper also discusses the presence of English as an international language, and a homogenization of culture. The paper confirms that, culture is a set of values and practices characterized by its particularity, which nevertheless needs universal criteria as a reference to justify this particularity. It is also crucial to define culture as an "encompassing" concept and to keep in mind that it is difficult to know what is cultural.
From the Paper
"In addition, a shared global culture is also relevant as a global dissemination of an American or Western culture. Indeed the processes of globalization are providing fuel for a cultural imperialism, that is to say a global culture liable to be a hegemonic culture. Thus the assertion of a shared global culture seems to be linked to what Friedman describes as "the increasing hegemony of particular central cultures, the diffusion of American values, consumers goods and lifestyles" (Friedman, 1994: 195). The diffusion of dominant standard icons and references such as MacDonald's, Coca-Cola leads to think about an obvious Americanization. In a word, cultures are both confronted by a global dominance of the western culture and by the practices of global capitalism. The result is probably a decrease of cultural differences: a process which undeniably worked to the advantage of the USA and others Western nations. A striking example of this tendency of cultural imperialism is the United Nations Educations Scientific and Cultural Organization's call for a "new world information and communication order" and its politics on global culture."
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Globalization and Global Survival, 2005.
This paper discusses the effects and dangers of globalization.
1,800 words (approx. 7.2 pages), 5 sources, £ 49.95
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Abstract
This article examines the cultural, commercial, political and environmental effects of globalization. The writer then looks at the related challenges and dangers. The writer discusses how the existence of international monopolies together with the third world sweat shops and additional factors endanger global survival. The writer further discusses that globalization's exportation of environmentally and perhaps socially unsustainable Western materialism to populous developing nations such as India and China is also worrying for the future of the planet.
From the Paper
"Evidence of increasing hegemony by an ever shrinking number of multinational conglomerates is fuelling increasing concern regarding global cultural, commercial, political and environmental effects from such inequitable distribution of power. The creation of international industrial monopolies and massive fortunes of unprecedented size, accompanied as it is by equally massive down-sizing, unemployment, environmental degradation and the exponential increase of Third World sweat shops and child labor, seems to be leading to disaster on a global scale."
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The Global South and the Global North, 2007.
An analysis of the impact of globalization on the inequality between the global north and the global south.
1,402 words (approx. 5.6 pages), 8 sources, MLA, £ 32.95
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Abstract
This paper looks at globalization and discusses how it has exacerbated the pre-existing inequalities between the poor global south and the wealthy global north. It illustrates how globalization forces some people (predominantly in the southern regions of the planet) to work while permitting other people (predominantly individuals residing in the global north) to become wealthy.
From the Paper
"To start with, it is commonly known that powerful multinational corporations in the global north habitually take their manufacturing operations from Europe and/or America and deposit those aforementioned manufacturing operations in global south countries where they can avoid the onerous regulatory regimes, high corporate taxes, and high wage costs they associate with the north. At the same time, the movement of jobs and plants to the south has the unhappy effect of not only costing workers jobs in the north but also of reducing the south to the subordinate position of being "hewers of wood and drawers of water" for multinationals that are looking for cheap human resources that can be utilized in a working environment that is more permissive than the highly-regulated work environments of America and/or Europe. A good example of this phenomenon can be found in the IT sector where skilled U.S. workers are losing jobs to individuals overseas (Sosbe, 4) - presumably because the "cost of doing business" vis-a-vis wage expenses is lower in global south nations which do not have a strong tradition of labor activism or of government involvement in employee-employer relations."
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Advertising and Sensory Adaptation, 2002.
Examines how sensory adaption affects the advertising industry.
1,521 words (approx. 6.1 pages), 10 sources, MLA, £ 34.95
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Abstract
Perhaps no other business understands how people perceive the world as much as the advertising industry. Advertisers tap into the way we react to stimuli, whether visual, auditory or tactile. Through their ads, advertisers are able to influence the way people react to a particular product. The most successful ads tap cause a memorable or emotional response and, most important, trigger purchase. However, advertising campaigns are themselves the products of current social tastes and trends. They are also shaped by the psychological processes of human perception. This paper looks at the perception phenomena of sensory adaptation and how it affects the advertising industry. The first part of the paper discusses the current research on sensory adaptation, how it works and the implications on human behavior. In the second part, the paper discusses examples of how sensory adaptation pushes the advertising industry to constantly create new ads and to generate new ways of selling a product.
From the Paper
"Ad campaigns are not meant to last. Even the most successful campaigns ? like the Snapple Lady and Alka Seltzer?s Plop-Plop-Fizz-Fizz ? are eventually retired. One reason why agencies and corporations spend so much on advertising is because an ad is only good for a limited period of time. After a while of seeing the same thing over and over, people simply tune out. This is the diminishing return effect caused by sensory adaptation. To keep up, companies will pull an ad and come out with a new one, hoping to once again hook the audience?s attention.
In addition to new content, many agencies create ads that are designed to shock. In 1997, for example, The New York Times carried a full-page ad that featured ?Children Made to Order.? The ad maintained that the Gattaca Company could engineer a child based on their parents? preferences for traits like skin color, intelligence and athletic ability. In fact, the ad was not for a bioengineering firm, but for the movie Gattaca. The eye-catching ad succeeded in catching attention by provoking a strong emotional response."
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The Creative Revolution in American Advertising in the 1960s, 2002.
Explores the advertising industry's approach to advertising in the 60s when it used the counterculture atmosphere to promote consumerism.
2,400 words (approx. 9.6 pages), 1 source, £ 61.95
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Abstract
The counterculture symbolism of the 1960s was co-opted by business, particularly ad industry in order to unleash creativity in the industry. Like the counterculture, the ad industry defied conformism and homogeneity, but only to promote new consumerism. The counterculture challenged capitalist social order whereas using the same ideas the ad industry reinforced capitalist order.
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Advertising and the Super Bowl, 2004.
This paper analyzes the inner workings of the advertising industry by focusing on the types of ads shown during the annual Super Bowl.
675 words (approx. 2.7 pages), 5 sources, APA, £ 16.95
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Abstract
This paper examines how and why certain ads are accepted or rejected by the media while also delving into who ultimately decides which ads are broadcast to the viewing public. The writer of this paper focuses on the most recent Super Bowl which was broadcast on the CBS television network while detailing the reasons behind two specific ads which were rejected due to their content. This paper delves into the First Amendment to the Constitution and its relevance to this particular topic. The paper also analyzes the rules and regulations stipulated by the Federal Communications Commission and its resulting impact on the advertising industry as a whole.
From the Paper
"Although the Super Bowl is a public event that is the most watched TV program, it is a privately produced show and the choice of what ads to run rests with the network, a private company. Once CBS network bought the rights to broadcast the Super Bowl it had First Amendment rights to choose what it would or would not broadcast. Under the First Amendment CBS has the right to exercise its editorial judgment regarding the content of Super Bowl ads."
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The Fashion Industry and Eating Disorders, 1999.
Examines the history of fashion, psychological effects on the public, sociocultural aspects, selling of body images, impact of the industry and advertising on adolescent girls, anorexia and bulimia.
5,625 words (approx. 22.5 pages), 26 sources, £ 93.95
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Abstract
The purpose of this research is to examine connections between the policies, strategies, and practices of the fashion industry and the phenomenon of eating disorders. The plan of the research will be to set forth the background and context in which such connections can be credibly made and then to discuss the extent to which compelling evidence exists that there is fashion-industry culpability in the reach and severity of eating disorders.
From the Paper
"The purpose of this research is to examine connections between the policies, strategies, and practices of the fashion industry and the phenomenon of eating disorders. The plan of the research will be to set forth the background and context in which such connections can be credibly made and then to discuss the extent to which compelling evidence exists that there is fashion-industry culpability in the reach and severity of eating disorders, where such disorders can be interpreted as a response of fashion-industry customers to social and cultural norms that the industry either shapes or leads.
The influence of the fashion industry on medical pathology that arises from eating pathology cannot be understood without an appreciation of the ability of cultural norms to influence a whole range of human behavior within that culture. Equally ..."
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Advertising Agencies, 2005.
A look at the role of advertising agencies in the global market scene.
21,700 words (approx. 86.8 pages), 62 sources, APA, £ 172.95
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Abstract
This study attempts to show the correlation between employee satisfaction, customer satisfaction, and profitability as it relates to the role of advertising agencies in a global society. This is accomplished by examining the history and functions of advertising agencies throughout the world. The literature review deals with general information concerning advertising agency information, employee satisfaction, customer satisfaction and profitability. The later part of the study looks specifically at advertising agencies and what they are doing today based on what they have learned in the past.
Background
Research Questions
Significance of the Study
Objective of the Study
Definition of Terms
Outline of the Study
Chapter Summary
Review of Related Literature
Hypothesis
Conceptual Framework
Data Collection
Limitations
Data Analysis Methods
Findings
Conclusions, Summary and Recommendations
From the Paper
"In order to understand the role of advertising agencies in today's global society, it is first necessary to understand the relationship between customer satisfaction, employee satisfaction, and profitability. These may not seem to have much correlation to advertising and advertising agencies, but they actually do. The reason for this is that these issues are all strongly affected by advertising. Customers that see an advertisement will often purchase products based on that advertisement, and if the product does not live up to the way that it was portrayed in the advertising, customer satisfaction will be very low. "
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