Intercultural Communication

Course Website for Tunghai FLLD Seminar

Archive for the ‘advertising’ Category

An article about cross-cultural advertising

Posted by thuicc on November 20, 2005

Elizabeth W├╝rtz has written an article entitled “A Cross-Cultural Analysis of Websites from High-Context Cultures and Low-Context Cultures” that was published recently in the Journal of Computer-Mediated Communication. She looks particularly at McDonald’s websites from different countries and how the visual design of those websites reflected high-context or low-context cultural values. You might want to take a look at this article if you’re interested in the topic of transnational advertising.

Comments on it?

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Coke and Pepsi ads in China

Posted by thuicc on July 6, 2005

Interesting entry here about a S.H.E. Coke ad in China. The article reads (in part):

The S.H.E. ad is aparently meant to be inspirational, fitting with Coke’s slogan, “For satisfaction, look to yourself.” The group faces an unscrupulous music executive who wants them to dress more revealingly in order to sell more records. They refuse, and when the exec reacts angrily, the girls take a sip of Coke, which launches them into the World of Warcraft universe. They proceed to teach the guy a lesson while wearing the chaste costumes female video game characters are well-known for.Fantasy battles are quite common on the Chinese front of the Cola Wars. Pepsi’s campaign last year featured their entire line-up of young stars slinging magic missiles around in an immense amphitheater. The most recent Pepsi spot, which introduces new recruit Nicholas Tse (see Danwei’s previous post on the subject), is a frenzy of icy CGI wings and projectiles. Coke’s ads are red where Pepsi’s are blue, but there’s not much else to distinguish between the two.

Remind me of this article. We’ll probably do some work on intercultural and international advertising in the fall, if folks are interested.

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