The modern tendency towards globalization makes the companies all over the world develop a unified strategy that could suit various fields, including advertising. This approach is becoming more and more popular nowadays as it provides the companies with competitive advantage. Nevertheless, there still remain many companies that use specific approach according to cultural differences, developing advertising campaigns for foreign markets.
Such fast-food giant as McDonald’s uses the strategy of targeted approach to the foreign culture market. McDonald’s commercial for Japan shows children and the fun they get from company’s card game. Taiwan advertises the great taste of McDonald’s food; the whole commercial shows how people enjoy this kind of food. Malaysian McDonald’s commercial highlights the family values that characterize this culture. In the UK McDonald’s advertisement emphasizes the high speed tempo of life, busy working days where fast food restaurant ideally suits. French McDonald’s, though, keep its national food ingredients, making burgers with baguette and cheese. McDonald’s commercial in Germany parallels the fast food quality with the haute cuisine restaurants, making it a reliable place for dinning.
Development of the advertising campaign is a complex process with requires thorough analysis of the culture on the foreign market. One and the same product or company can be presented on the market in completely different ways. The selective approach to the creation of the advertisement is one of the key factors to the campaign’s success as the potential customers usually appreciate something that is more familiar to them.
References
"Mcdonald's TV Advertisements In Different Countries.". YouTube. N.p., 2016. Web. 4 Mar. 2016. https://www.youtube.com/watch?v=_d3SXLxzP3E
"First Day | Brand | TV Ad | Mcdonald’S UK". YouTube. N.p., 2016. Web. 4 Mar. 2016. https://www.youtube.com/watch?v=PYCrQlhWCu0
"Pub Mcdo 2012- French Mcdonalds Ad". YouTube. N.p., 2016. Web. 4 Mar. 2016. https://www.youtube.com/watch?v=CzUH_ImEVOQ
"Mcdonalds Commercial Germany 2010". YouTube. N.p., 2016. Web. 4 Mar. 2016. https://www.youtube.com/watch?v=J3yAHwd5Ucc
