Globalization refers to the idea that people are relying less on their local and national networks, and are becoming more connected on an international scale. This connection can include aspects of cultural, political, economic, and technological life.
In terms of cultural imperialism, globalization allows for American cultural ideologies to be broadcasted across the world. This is because the US has most of the globe’s media power. American companies like Disney, Newscorp, Viacom, and Time Warner project their images of the US to countries all around the world. These countries therefore adjust their ideologies and habits to accommodate the incoming American media.
An example of cultural imperialism is the spread of the American consumer class ideology. It has long been known that Americans buy more things than any other country. This notion is spreading by way of the media, particularly films. Every year the US comes out with countless movies that depict Americans buying cars (for example.) It shows families that have more than one car, and even teenagers that are given new cars for their birthdays. This is an ideology that was once unique to the US, but is spreading rapidly. Whereas 20 years ago most of China’s population didn’t have or drive a car, the continuous flow of media projecting images of the American consumer class driving them has greatly contributed to the massive increase of car sales in China. Globalization allows for these images of US consumers to be broadcasted internationally, and is responsible for the spread of American consumer culture. This has negative effects. For example, if every country in the world bought things at the same pace as the US, we would run out of natural resources sometime this century.
An article on China's car boom: http://news.nationalgeographic.com/news/2004/06/0628_040628_chinacars.html
Allen Hammond's book "Which World" discusses some other scenarios and consequences of the spreal of consumer culture:
http://books.google.com/books?id=ApRC9OmkWc8C&printsec=frontcover&dq=allen+hammond+which+world&source=bl&ots=V7oAS1n6wb&sig=NGDeKEaFOdD3TlnwBzfChgam63k&hl=en&ei=kMHpTKC8LoK8lQeoxrCjDA&sa=X&oi=book_result&ct=result&resnum=4&ved=0CCsQ6AEwAw#v=onepage&q&f=false
Sunday, November 21, 2010
Sunday, November 7, 2010
Bentley: The Appeal of Achievement
Since discovering it a few months ago, I have always found this Bentely print advertisement to be particularly powerful. First of all, it is a beautifully edited and developed photograph that commands the attention of the viewer. It would be particularly hard to ignore when coming across in a magazine or an internet blog. Second of all, it is advertising a car company without mentioning or showing any automobiles. Confusing at first to the viewer, this is because it isn’t advertising a particular car or model, it’s advertising a mentality—associating the brand with an idea—and I find this to be particularly influential in successful advertising.
This ad is obviously using the appeal of achievement or prominence. This appeal associates buying the product with being a high, contributing member of society. It is usually reserved for more expensive products that make their money, not buy making their products more affordable, but by severely over-pricing them. Armani, Coach, and Mercedez are all products that use this appeal in their ads. They try and promote the idea that by buying this object you will show achievement because few others have the means to make purchases of such high stature.
In this specific ad, Bentley has analyzed its market and realized that rich, white men are really the only people that buy their cars. Instead of appealing to other markets they are trying to gain a bigger foothold in the one they already dominate by saying, “You’ve worked hard to achieve what you have. Spoil yourself with a Bentley, because nobody else matters.” It shows prominence because it associates the act of buying and owning a Bentley with being an elite member of society, and it would be unrealistic for any other kind of person to buy one—all without a word of print.
The Heineken ad is another example of the appeal of Achievement/prominence. (Emphasis on the prominence.)
This ad is obviously using the appeal of achievement or prominence. This appeal associates buying the product with being a high, contributing member of society. It is usually reserved for more expensive products that make their money, not buy making their products more affordable, but by severely over-pricing them. Armani, Coach, and Mercedez are all products that use this appeal in their ads. They try and promote the idea that by buying this object you will show achievement because few others have the means to make purchases of such high stature.
In this specific ad, Bentley has analyzed its market and realized that rich, white men are really the only people that buy their cars. Instead of appealing to other markets they are trying to gain a bigger foothold in the one they already dominate by saying, “You’ve worked hard to achieve what you have. Spoil yourself with a Bentley, because nobody else matters.” It shows prominence because it associates the act of buying and owning a Bentley with being an elite member of society, and it would be unrealistic for any other kind of person to buy one—all without a word of print.
The Heineken ad is another example of the appeal of Achievement/prominence. (Emphasis on the prominence.)
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