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

    1. 1. Cultural Globalization – The globalization of McDonald’s Lesson 9
    2. 2. Task 1 – The globalization of McDonald’s (p.42) <ul><li>McDonald’s can be found on six continents ( 洲 ), with over 30,000 restaurants worldwide. </li></ul><ul><li>It continues to expand its territory by opening 1,850 new restaurants every year. </li></ul>
    3. 3. The global development of McDonald’s <ul><li>McDonald’s Corporation was founded by Ray Kroc </li></ul><ul><li>McDonald’s opened a restaurant which is the first branch outside America in Canada </li></ul><ul><li>Hong Kong’s first McDonald’s opened on Paterson Street, Causeway Bay ( 銅鑼灣百德新街 ) </li></ul>1955 1967 1975
    4. 4. News reading: “ McDonald’s changes its publicity targets ( 宣傳對象 )” <ul><li>McDonald’s has recently started a new round of publicity programmes ( 宣傳項目 ). </li></ul><ul><li>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. </li></ul><ul><li>These commercials ( 廣告 ) are broadcast ( 廣播 ) in Hong Kong, the mainland of China, Taiwan, Singapore and Malaysia. </li></ul>
    5. 5. News reading: “ McDonald’s changes its publicity targets ( 宣傳對象 )” <ul><li>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. </li></ul><ul><li>It has changed its past marketing strategies which targeted at children and family consumers . </li></ul><ul><li>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 ). </li></ul>27th November, 2004
    6. 6. TV Commercials <ul><li>McDonald's TV Commercial in 1987 </li></ul><ul><li>McDonald's TV Commercial in 2003 </li></ul>
    7. 8. Discussion
    8. 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? <ul><li>Yes. This is because </li></ul><ul><li>McDonald’s restaurants are widely distributed ( 廣泛地分佈 ) around the world. </li></ul><ul><li>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. </li></ul>
    9. 10. Q2. What are the characteristics of McDonald’s dining culture? <ul><li>(1) Efficiency in operation ( 有效率的運作 ) : </li></ul><ul><li>All dining procedures including food ordering, cooking, picking up food and cleaning tables are done within a short time. </li></ul><ul><li>(2) Self-service ( 自助式 ) : </li></ul><ul><li>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. </li></ul><ul><li>(3) Mainly Western food ( 西式食物 ): </li></ul><ul><li>Western food such as bread, fries, milkshakes, mostly meat, but few vegetables. </li></ul>
    10. 11. Q3. How does McDonald’s export American dining culture to other places? What are its strategies ( 策略 )? <ul><li>Group Discussion </li></ul><ul><li>3-5 students in a group </li></ul><ul><li>Discussion Worksheet </li></ul><ul><li>Time: 5 mins </li></ul><ul><li>After discussion, each group needs to choose a representative to write your answer on the blackboard </li></ul>
    11. 12. Q3. How does McDonald’s export American dining culture to other places? What are its strategies? <ul><li>(1) McDonald’s restaurant has opened branches around the world. </li></ul><ul><li>(2) </li></ul><ul><li>Celebrity ( 名人 ) and internationally renowned figures ( 有聲譽的人物 ) are invited to feature ( 參演 ) in commercials ( 廣告 ). </li></ul><ul><li>Commercials in different languages are produced. </li></ul><ul><li>Appropriate promotional approaches are used for different target customers ( 目標顧客 ) </li></ul><ul><li>e.g. A young and energetic brand image for the teen market. </li></ul><ul><li>They change target customer groups constantly ( 經常地 ) </li></ul><ul><li>e.g. Their promotion target has been changed from families and kids to teenagers. </li></ul><ul><li>(3) Uses attractive souvenirs ( 紀念品 ) to attract customers. </li></ul>
    12. 13. Conclusion <ul><li>McDonald’s restaurant is a typical ( 典型的 ) example of the globalization of a dining culture. </li></ul><ul><li>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. </li></ul><ul><li>It global expansion ( 擴張 ) also explains the close relationship between cultural and economic globalization. </li></ul>
    13. 14. Next lesson <ul><li>Continue to discuss Task 1 Q.4 </li></ul><ul><li>Task 2 (P.45-47) </li></ul>
    14. 15. Vocabulary <ul><li>publicity programmes ( 宣傳項目 ) </li></ul><ul><li>consumption power ( 消費力 ) </li></ul><ul><li>standard of living ( 生活水平 ) </li></ul><ul><li>promotion campaign ( 推廣活動 ) </li></ul><ul><li>commercials ( 廣告 ) </li></ul><ul><li>broadcast ( 廣播 ) </li></ul>