Kate Dai's Blog

In Angela Ahn’s Blog, she commented the difference of culture that influence the way of advertisment approachment.

I strongly agree with her. In general,  Asian commercials use more celeberty endorsements while North American commercials use more of others such as humour or sex appeal. 

Due to culture difference, components of commercials in different countries are quie different. As memtioned in her blog posted March 21, https://blogs.ubc.ca/seyoungahn/2011/03/22/52/#content. The Korean commercial focuses on celebrity endorsement while the North American comercial focuses on creativity and effectiveness of delivering messages through humour.

Regardless of which country, sometimes it just depends on the culture of the company to choose how to market their products in ads. Pepsi, no matter where in the world, uses celebrity endorsement. A combination of it with humour would make for a win-win scenario such as the ad below. 

Global soccer stars attract the attention of fans and local humour by addition of sumo wrestlers make the ad appealing to the target market. It’s alright to mix or combine different appeals of different cultures together as long as the target market is satisfied.  
Larger companies  in North America now consider it a must for celeberty endorsements. It’s not a surprise to see Justin Bieber in commercials since he’s become a hit. The method is growing popular internationally.

Today in class, we were taught about positioning. A company has to set there goal of either be first in the category, or be the first in the segment. There is an audi commercial that really left me with a great impression when I first saw it. 

Here is the ad: 

As we know, the public generalizes each brand with a certain selling point. Alfa Romeo’s selling point is design, Volvo’s is safety, BMW’s is sportness, and Benz’s is comfort. In this commercial, Audi claims that it has all the best features of some of its competitors put into one car. In other words, Audi delivered a message to the audience that it is the number one in the car industry among those competitors. (Why buy the others when you can have the best of all of them in one car?) The ad defines Audi’s motives and featured components leveraging the strengths of its competitors to better itself. A bold and strong positioning statement.