Us cultural icons the most widely recognized us icon

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U.S. Cultural Icons The most widely recognized U.S. icon worldwide is Coca-Cola; Coke sells 1.8 billion servings daily in nearly 200 countries Disney: Disneyland in Tokyo, attempt to “Europeanize,” under construction in China Restaurant chains have become cultural icons; most identified with the U.S.; most influential, by far, is McDonald’s; KFC is also well known Other U.S. brands worldwide: Spam, Nike © 2015, SAGE Publications, Inc.
Cultural Critique Ritzer (1993) identified the principles of the fast-food restaurant that are coming to dominate more and more sectors worldwide (the “McDonaldization of society”): Efficiency: The McDonald’s fast-food model offers an efficient method of satisfying many needs Quantification: Time is quantified in terms of how quickly one is served, and quantity (“bigger is better”) becomes more important than quality Predictability: The food McDonald’s serves in Baltimore is essentially identical to the food it serves in Houston; it offers no surprises Control: Employees are trained to do a very limited number of things, and customers as well are controlled through limited options © 2015, SAGE Publications, Inc.
Adapting the Message Key to diffusion and convergence processes across cultures is adaptation of message to receiving culture Key is to adapt to the local culture, localize thinking, localize the product, and localize the marketing strategy De Mooij (1998): relation of advertising styles to Hofstede’s dimensions: U.S. advertising reflects individualistic values, Japanese advertising reflects collectivistic values Initially, marketing of U.S. icons required that they be the same as in the U.S. because what was being sold was the U.S. culture; over time the focus has shifted to value of icon to local taste and customs © 2015, SAGE Publications, Inc.
Let’s Discuss! In what ways can it be said that colonialism is a continuing world theme today? Can there be a balance between cultural imperialism and diffusion of cultural icons? What are the arguments for and against anyone or any government introducing new ideas or technology into a culture? Describe examples of advertising from countries that reflect those countries’ cultural dimensions © 2015, SAGE Publications, Inc.

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