Notre Dame University
GLOBAL ADVERTISING
To:
Mr. Kamal Darouni
December 19-05

Outline
I-Introduction:
A- Definition of Globalization
B-Definition of:
1-Culture
2-Linguistics
3-Ethics
4-Simiology
5-Cultural Constraints
C-How is Globalization effected by the previous terms:
II-Body
Distribute a survey on 25 people
This survey consists of several questions based on the 3ads we
chose. According to the answers of this survey, we analyze the 3
ads.
A-First Ad:
1-Describe and explain the ad
2- Analyze it according to the survey
3- Own opinion including how we could make the ad fit in our
Lebanese society
B-Second Ad:
1-Describe and explain the ad
2- Analyze it according to the survey
3- Own opinion including how we could make the ad fit in our
Lebanese society
C-Third Ad:
1-Describe and explain the ad
2- Analyze it according to the survey
3- Own opinion including how we could make the ad fit in our
Lebanese society
III-Conclusion: Role of Globalization nowadays in our daily life

Globalization is the compilation of the set of cultures, ethics, language,
advertising is constantly bombarded by criticism. It is accused of encouraging
materialism and consumption, of stereotyping, of causing us to purchase items for
which we have no need, of taking advantage of children, of manipulating our
behavior, using sex to sell, and generally contributing to the downfall of our social
system. Advertising is now playing a vital role in the wave of globalization. Brands
media, are becoming global,
• As standardization continues to proves itself as a very efficient way to
advertise many debates these issue and prefer specialization. the question is, in
fact, one of degree, with standardization and specialization at opposite ends of
a continuum, and with many shades of adaptation between the two extremes
• According to Belch,advertising appeals ‘’refer to the basis or approach used in
the advertisement to attract attention or interest consistent and to influence
their feelings toward the product,service or cause.
• Foreign-produced advertisements did not appeal to more than half of European
respondents in the three categories surveyed:taste,product
differentiation,likability
Culture: Semiootics. There Aree three basic types of sign:icon,
index, and symbol. An iconbears a resemblance to its object. An
index is a sign with a direct existentialconnection with its object
as a matter of convention, agreement, or rule. Words and
numbers are symbols:so is the red cross.Globalization has led toi

an increase of icons.Icons aree used because they are not linked
with language.
Language codes,signs,symbols, and gestures are all rituals of
culture and define cultural groups.Semiotic habits aethe
grammar of a culture.Culture is the shared ability to recognize,
decode, and produce signs and symbolos,so culture also is a
combiationof semiotic habits.Differences in semiotic habits
delineate cultures.
Semiotics, the study of signs and symbols, is in many countries
an integralpart of advertising theory, although used more in
some countries than in others.Some cultures use more symbols
in advertyising than others. This is related to writng and
language.
Signs and symbols are an important part of association networks
in our memory:package,color,letters,signs.Color can have a
particular strong cultural meaning. Black is the colour of
mourning in the Western world. InChina, white symbolizes
mourning.

The art of advertising is to develop symbols or advertising
properties as an association network.
The importance of culture:In advertising and marketing
literature, influences of culture on consumer behavior and
perception of advertising are ast most anecdotal. They focus on
the expressions of culture and little on thedifferences in values
that are the couse of behavior and communication styles.
Even when products are accepted in more than one culture,
advetrtising will have to be adapted, and that means more than
translating a central message. A linne that works in one market
seldom works straightforwardlyt in another.l
Linguistics: the science of language, including phonetics, phonology, morphology,
syntax, semantics, pragmatics, and historical linguistics.
Ethics: Advertising is constantly bombarded by criticism. It is accused of
encouraging materialism and consumption, of stereotyping, of causing us to purchase
items for which we have no need, of taking advantage of children, of manipulating
our behavior, using sex to sell, and generally contributing to the downfall of our social
system.
Law and ethics are not coterminous. The law is confined by limitations on
government authority, principally through the Constitution, while ethics bear no such

limitations. Ethics, therefore, should be subject to a higher standard of expectation
than law.
First Advertising Campaign: By far the hottest ads to date from footwear company
Skechers will be a series of ads for an upcoming fall campaign featuring Christina
Aquilera in poses sure to raise the blood pressure of any normal human. There are
three ads in the series which will run internationally beginning in August. Each ad
shows double images of Aguilera. The firts portrays Aguilera as a nurse aiding a
patient, the second shows her as teacher and student and the third shows her getting
some legal treatment from herself dressed as we wished all police officers would
dress - well, at least the hot ones.
On her agreement to work with Skechers, Aguilera said, "I agreed to be part of
Skechers' international marketing team because I like its image -- youthful but edgy.
It has attitude and is willing to try new ideas -- refreshing,"
Corrective Advertising, which is a form of affirmative disclosure that is
intended to correct lingering deception that results from a long history of deceiving
the consumer.

What is common ion the three ads?
The advertising idea in this ad is that Skechers is a very
when interest groups over react and can't see a joke for the joke it is. A bunch of
American nurses have complained about a recent Skechers ad featuring Christina
Aguilera dressed in nurse fantasy (fantasy, get it?) attire.
Center For Nursing Advocacy Executive Director Sandy Summers said, "This ad
simultaneously exploits the 'naughty nurse' and the battleaxe/Nurse Ratched
stereotypes, setting the nurse up both as an available sex object and a mock-
malevolent authority figure, rather than a competent professional."
The nursing profession is considered as a humanitarian job where they are trained to
take full care of the sick, injured, or age, to assist surgeons in surgical operations. The
whole profession automatically deserves a lot of respect. And honor. In this ad, the
whole profession is put in degrading level of shallowness, where a pop star is put to
arise our attention and many other things. However, critically thinking, the elements
of this ad surely do not satisfy the marketer's goal a expected. In this ad, the object of
desire is surely not Skechers, and barely the character which represent our potential
clients of Skechers footwear. Attention is drawn towards the sexy Christina Aguilera
in 6that fantasy nurse uniform she is wearing, and if she were an idol of teenagers.
The latter image is overshadowing the other character which is the teenage girl
wearing Skechers. So, at the end of the the sex symbol, Christina Aguilera is the one
being remembered and not Skechers as the advertisers want to.

Questionnaire:
Remark: After viewing these ads, Please answer the following questions.
Age: ____________ Gender: ____________________
Occupation:_________________ Major:_____________________
DO you think that this ad will work in Lebanon?
If not, how do you think that this ad could be adjusted?
Do you think that this ad shall find any obstacle by the Lebanese authorities?
How do you rate this ad on a scale from 1 to 10. ! being the least effective and 10
being the best grade.
What have you understood from this ad?
Do you think that Christina Aguilera represents these professions very well?
]
Pleas rank in order what elements do you remember the best in these ads:
The character
The colors
The brand name
The idea

Do you think that the idea of this ad suits our society?
Yes________ No___________
Do you find it ethical?
Yes________ No__________
DoYou think that this ad will succeed in promoting its brand name?

Description of the ad:
Industry watchdogs said on Wednesday that a brand-building advertisement by the
newspaper sector featuring an oversized stiletto-heeled shoe skewering a businessman
in a pool of blood was offensive because it trivialised and stylised violence.
The Newspaper Marketing Agency ad nicknamed "killer heels", created by TBWA
London, which shows a man spiked on a stiletto has been banned by the ever vigilant
watchdog ASA.
The ad received 81 complaints it was offensively sexist and overly violent. The ASA

said about the ad "featuring an oversized stiletto-heeled shoe skewering a
businessman in a pool of blood was offensive because it trivialized and stylized
violence." Despite the visual pun being 'cartoon-like' to avoid offence, people
objected to the ad. "The advertisers claimed that, because the image was removed
from reality and in a fashion context, it would not be seen to condone or encourage
violence or homicide" the Advertising Standards Authority (ASA) said...
The Newspaper Marketing Agency
Newspapers have enormous potential for influencing customers. The NMA aims to
make advertisers, agencies and media planners more aware of this power.
On our site we present the most compelling case studies, the most recent research and
the most innovative creative work in the industry.
Above all, we believe that only by acting as an independent, impartial body can we
credibly deliver our message.
How can we adjust this ad to it in our Lebanese society:
To adjust this print ad, we proposed changing some details using the same
advertising idea, but in a reduced level of violence. To eliminate the probability of
attracting any negative feedback, we chose to be more humoristic instead of violent in
the corrected ad. While keeping the shock element alive, we chose to show a lady's
legs wearing high heels instead of the heels only. We replaced the violently murdered
man in the original ad with a bunch of people in miniature form escaping the woman
with high heels making a step forward. The "Killer heels" concept remains effective
with more sarcasm and feminist power added. The pool of blood was removed, and
the fear appeal remained with the fear of the people of being crushed by the lady's

"killer heels". In that way, we kept the spirit of the ad alive only with no murder scene
involved so as to follow the concept of "the less violent, the more accepted."