Paradoxes in Global Communications Overview

 

 

Introduction

This lesson will introduce the notion of paradoxes in global marketing communications, including value, technology, and media paradoxes. The impact of culture on global advertising will be introduced. The global/local dilemma and the standardize/adapt debate in global marketing will be discussed, as well as variables that influence decisions concerning whether to standardize or adapt in the global market.

Objectives

Here are the objectives for this lesson:

• Recognize the impact of culture on advertising.
• Identify how value paradoxes interfere with understanding other cultures.
• Apply social science theories to advertising models using a cultural perspective.
• Discuss how lesson ads demonstrate some of the paradoxes discussed in the text.
• Locate and present ads that embody the paradoxes covered in the text.

Lesson Readings and Activities

By the end of this lesson, make sure you have completed the readings and activities found in the Lesson 2 Course Schedule.