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Lesson 10 - Cultural Globalization (McDonald's)
Lesson 10 - Cultural Globalization (McDonald's)
Lesson 10 - Cultural Globalization (McDonald's)
Lesson 10 - Cultural Globalization (McDonald's)
Lesson 10 - Cultural Globalization (McDonald's)
Lesson 10 - Cultural Globalization (McDonald's)
Lesson 10 - Cultural Globalization (McDonald's)
Lesson 10 - Cultural Globalization (McDonald's)
Lesson 10 - Cultural Globalization (McDonald's)
Lesson 10 - Cultural Globalization (McDonald's)
Lesson 10 - Cultural Globalization (McDonald's)
Lesson 10 - Cultural Globalization (McDonald's)
Lesson 10 - Cultural Globalization (McDonald's)
Lesson 10 - Cultural Globalization (McDonald's)
Lesson 10 - Cultural Globalization (McDonald's)
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Lesson 10 - Cultural Globalization (McDonald's)

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  • 人類把知識錯覺成智慧﹐快樂錯覺成幸福﹐只顧在近代化的道路上狂奔。其結果是﹐人隸屬於現在的「麥當勞世界」﹐淪落到僅僅成為消費者﹐變成了「商品」的奴隸。這當然會加深同化的危機。
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    • 1. Cultural Globalization – The globalization of McDonald’s Lesson 9
    • 2. Task 1 – The globalization of McDonald’s (p.42)
      • McDonald’s can be found on six continents ( 洲 ), with over 30,000 restaurants worldwide.
      • It continues to expand its territory by opening 1,850 new restaurants every year.
    • 3. The global development of McDonald’s
      • McDonald’s Corporation was founded by Ray Kroc
      • McDonald’s opened a restaurant which is the first branch outside America in Canada
      • Hong Kong’s first McDonald’s opened on Paterson Street, Causeway Bay ( 銅鑼灣百德新街 )
      1955 1967 1975
    • 4. News reading: “ McDonald’s changes its publicity targets ( 宣傳對象 )”
      • McDonald’s has recently started a new round of publicity programmes ( 宣傳項目 ).
      • It invites celebrity idols ( 名人 / 偶像 ), such as Wang Lee-hom ( 王力宏 ), Eason Chan, Kelly Chen and Yao Ming, to feature ( 參演 ) in several Cantonese, Putonghua and English commercials with hip hop music.
      • These commercials ( 廣告 ) are broadcast ( 廣播 ) in Hong Kong, the mainland of China, Taiwan, Singapore and Malaysia.
    • 5. News reading: “ McDonald’s changes its publicity targets ( 宣傳對象 )”
      • The slogan ( 口號 ) of the current publicity programmes is ‘I’m lovin’ it’, which is the new theme that McDonald’s has been promoting globally since 2003.
      • It has changed its past marketing strategies which targeted at children and family consumers .
      • It tries to create a young and vibrant ( 有活力的 ) image, targeting at young people , who have extremely high consumption power ( 消費力 ).
      27th November, 2004
    • 6. TV Commercials
      • McDonald's TV Commercial in 1987
      • McDonald's TV Commercial in 2003
    • 7.  
    • 8. Discussion
    • 9. Q.1 According to Unit 4 and the above information, do you think that McDonald’s business is economically globalized? Why do you think so?
      • Yes. This is because
      • McDonald’s restaurants are widely distributed ( 廣泛地分佈 ) around the world.
      • McDonald’s new promotion campaign ( 推廣活動 ) has a global theme ( 全球性的主題 ). This shows that they are targeting the global market, not a single region.
    • 10. Q2. What are the characteristics of McDonald’s dining culture?
      • (1) Efficiency in operation ( 有效率的運作 ) :
      • All dining procedures including food ordering, cooking, picking up food and cleaning tables are done within a short time.
      • (2) Self-service ( 自助式 ) :
      • Customers place their order and pick up food at counters. They look for their own seats. Shop assistants provide limited service such as collecting charges, cooking food and cleaning.
      • (3) Mainly Western food ( 西式食物 ):
      • Western food such as bread, fries, milkshakes, mostly meat, but few vegetables.
    • 11. Q3. How does McDonald’s export American dining culture to other places? What are its strategies ( 策略 )?
      • Group Discussion
      • 3-5 students in a group
      • Discussion Worksheet
      • Time: 5 mins
      • After discussion, each group needs to choose a representative to write your answer on the blackboard
    • 12. Q3. How does McDonald’s export American dining culture to other places? What are its strategies?
      • (1) McDonald’s restaurant has opened branches around the world.
      • (2)
      • Celebrity ( 名人 ) and internationally renowned figures ( 有聲譽的人物 ) are invited to feature ( 參演 ) in commercials ( 廣告 ).
      • Commercials in different languages are produced.
      • Appropriate promotional approaches are used for different target customers ( 目標顧客 )
      • e.g. A young and energetic brand image for the teen market.
      • They change target customer groups constantly ( 經常地 )
      • e.g. Their promotion target has been changed from families and kids to teenagers.
      • (3) Uses attractive souvenirs ( 紀念品 ) to attract customers.
    • 13. Conclusion
      • McDonald’s restaurant is a typical ( 典型的 ) example of the globalization of a dining culture.
      • Through global distribution ( 分佈 ) of its branches and targeted promotion, McDonald’s has exported its fast food dining culture to many parts of the world.
      • It global expansion ( 擴張 ) also explains the close relationship between cultural and economic globalization.
    • 14. Next lesson
      • Continue to discuss Task 1 Q.4
      • Task 2 (P.45-47)
    • 15. Vocabulary
      • publicity programmes ( 宣傳項目 )
      • consumption power ( 消費力 )
      • standard of living ( 生活水平 )
      • promotion campaign ( 推廣活動 )
      • commercials ( 廣告 )
      • broadcast ( 廣播 )

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