JOUR 460 Lecture Notes - Lecture 1: Brand Valuation, Financial Analysis, Interbrand
15 Mar 2017
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Chapter 1 - the paradoxes in global marketing communication. Paradoxes: statements that seem contradictory but are actually true: 1: (cid:710)advertising often appeals to what is lacking in society(cid:711) Chapter 2 summary says: effective advertising reflects the values of the audiences it targets (cid:710)in global marketing, think global, act global is a paradox. Paradoxical values are found within cultures and between cultures: certain opposing values of one culture also exist in other cultures but in reverse. In the united states, we value equality yet we don"t even have the same wages. Example: an individualistic society where people want to do things their own way and go it alone are people who tend to become lonely if they don"t make an effort to belong. The way people think and perceive is guided by the framework of their own culture: people are inclined to see similarities from the framework of their own culture.
