- Subject index
In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.
Chapter 3: International Advertising: How Far can it Fly?
International Advertising: How Far can it Fly?
Only two countries’ advertising communities have the arrogance to believe that their advertising is the best in the world: those in Britain and the United States. This belief has encouraged marketers on both sides of the Atlantic to make a simplistic translation of Levitt's concept of global marketing into global advertising. The fact that English is becoming the primary worldwide lingua franca, at least for business, is then amplified by the post-imperialist instincts of the British and the neo-imperialist impulses of the Americans. But does this make sense? Or, at least, how should we make sense of it?
The arguments in favor of globally—or at least internationally—common and coordinated advertising campaigns are several, ...