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 the standardize/adapt debate in the global market.

Objectives

Here are the objectives for this lesson.

• Begin to understand the impact of culture on advertising.
• Understand how value paradoxes may interfere with understanding other cultures.
• Begin to understand the impact of social science on the study of advertising, especially through cultural models.

Lesson Readings & Activities

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