1985:UN Guidelines for Consumer Protectionbasic needs- food, water- need to be available not chargedsafetyinformation-right to be protected against dishonest advertisingchoice-representationredressconsumer educationhealthy environmentthese are all guidelines, there is no legal enforcement to not do them.Increasing conglomerationThese 5 corporations control over 50% of global advertisingWPP Group (London)Omnicom (New York)Interpublic (New York)Publicis (Paris)Dentus (Tokyo)Why globalize agencies?Global presenceWay around client conflictsRise of global financial concernsCreate foreign offices AND dense global networksTwo major tensions:Global brand advertising rarely reflects the culture of individual marketsLocal brand advertising rarely allows for a consistent global messageThree main pillars of glocal advertising1. Global concepts must address universal human motivationunified message leaves room for local nuancesculture of cooperation and hearing resources between global and local strategiesGlobal brand advertising rarely reflects the culture of individual marketsLocal brand advertising rarely allows for a consistent global messageMore sharing across cultures=Less market controlLess message controlLess control for celebritiesRichard gear- deltaDidn’t release in china due to tibetian monks. During that time was a great amount of turmoil and various chinesewere dying and getting prosecutedAdvertising and imperialismImperial perspective baked into consumer culture:Non-western world represented as:Exotic department store: others there to offer up goodsTheme parks: others there as sceneryPaid product message aimed at influencing an audience to have positive association with a brandOrganized campaign to persuade consumer snot to buy a product or serviceLogic: economic pressure will force a company to change its behaviorEx. Boston tea party (1773)Ex The Jungle (1906)Ex. Silk Boycott (1930s)Ex. “don’t buy where you cant work” (1920’s-1960’s)Ex. Unsafe At Any Speed (1965)Longtime part of American political traditionOften attached to a larger social movementAbolitionismCivil rights movementLabor movementHuman rightsNeoliberal or pro market viewConsumers are rational and maximize their self interestRecognize wants, evaluates before purchasingAdvertising aids consumer in purchasing decisionsRegulations are unnecessaryBecause market will regulate itselfAds re not as important as disposable income in determining purchases (limited effects thesis)Ex privatizing water- nestle CEO2. reform of pro-regulation viewfocuses on social welfareadvertising is wasteful, creates false wants, promotes materialismads ‘buy’ consumer loyalty, which benefits larger companies and hinders market competitionadvertiser demands, not viewer demands, determine media contentstate should play a central role in regulating ads3. Critical or anti-consumption viewadvertising is central to advancing capitalismconcerned with the rise of conglomerationconsumers should live with “voluntary simplicity”you should not engage in these types of purchasing and you are a rational buyeradvocates for culture jammingGroups that co-opt advertisers’ tactics to promote anti-consumerist messagesactivists who coopt advertisers’ tactics to promote anti- consumerist messagesmimic ad genres and spectaclestend to focus on hyper-consumptionJoe chemo instead of Joe camelabsolute impotence- absolute vodkaRonald McDonald with “grease” over his mouthShell and “birds are like sponges.. for oil! Lets drill!”cause marketing: why companies like itoften generous, but fueled by self interested motives:image improvementpowerful PR toolpowerful branding toolthis brand cares about this…..increased salesex. dove- your beautiful how you are but here is some beauty soap to make you look betterfor companies with a good or neutral imagetends to work wellfor those with a bad imagereceived more skepticallyeven then, though, it tends to improve an imagepink-washingpink-washing: when corporate marketers use breast cancer and the pink ribbon to promote products that might be unhealthy or unethical in exchange for a donation to the causeex. water bottles, new balance shoe, estee lauder who is just lighting up areas pink but not actually doing anythinggreen washing1. Hidden tradeoff- company associates themselves with eco friendly concept but actually is just making extra money off of the product2. No proof3. Vagueness: loosely linking a product with environmental causes; consumers often misunderstand.Ex. Clorox go green4. Lesser of two evils: claim distracts from greater environmental impactex coco cola plant bottle- sugar cane based bottle but they are cutting down the rainforest in order to make bottles and lack of recycling in general5. Fibbing: companies lie about environmental claims or hide their work in curbing regulationsex. apple6. False labeling: giving the impression of third party endorsement where no such endorsement existsex. sierra club actually doesn’t endorse Clorox greek works productsconsumer citizenshipindividual who makes choices based on ethical, soial, economic and ecological considerationscaring= ethical consumption, not regulationproducts are the solution to global problemsindividual purchasing decisions can and will make a differencemostly aimed at womenpromotes weak citizenshipfocus on “ helping”corporations: legally obligated to privilege profitcan they also sole the problems they created?Engaged corporate social responsibility: alter means of production and disseminationDisengaged corporate social responsibility: “the more successful a company is, the more money it can donate—no matter how and where that profit was obtained”Distance vs. proximate othersBoycottingOrganized campaign to persuade consumer snot to buy a product or serviceLogic: economic pressure will force a company to change its behaviorEx. Boston tea party (1773)Ex The Jungle (1906)Ex. Silk Boycott (1930s)Ex. “don’t buy where you cant work” (1920’s-1960’s)Ex. Unsafe At Any Speed (1965)Longtime part of American political traditionOften attached to a larger social movementAbolitionismCivil rights movementLabor movementHuman rightsProduction issuesExport zones and factory conditionsTreatment of workers, environmental convers“real jobs” vs. temp jobsboycotts and buycottscorporate policiesconservative or liberal cultural valuesex. dump starbucks, and eat more chickn but not at chick-fil-apolitical buying or outsourcing