International/MulticulturalInternational issuesImperialism, colonialismFreedom v. appropriatenessMulticultural issuesImmigration, migrationStereotypesInternational issuesClear connection between having an advertising industry in a capitalism and consumer societyExpand to international advertising in capitalism and consumer societyNot even playing field, certain numbers of agencies and countries that have the resources to globally advertise, vast majority do notWhere did this imbalance come from?InterventionImperialismOne country tries to expand its empire by expanding its boarders into other areasAbsorb economicallyColonialismStrong countries absorb other places economically AND politicallyBy mid 1750s, a lot of countries involved in colonizing the Americas from other countries, by 1914: 85% of earth’s land surface were direct colonies of other countriesBenefits to colonizerGreater wealthIf you were a country who could establish coloniesCheap raw materials and labor in other parts of the world that you could extractIf you could extract that stuff and sell, greater profitsPolitical powerIf you had colonies in other areas of the world, you could establish troops there and have greater ability to exert political power in these far areas of the worldChanges due to colonialismImportant to recognize the changes that happened in society in the areas that became coloniesPre colonyHome based production (made it all themselves)Extended family (people lived with uncles, grandparents, etc.)VillageBarter economy (traded to get what you needed)Post colonyIndustry based production (factories arised, assembly)Single adult; nuclear familyRegion/nation (couldn’t make a living in the villageEstablish capitalism and a consumer societyWe see the creation of a market society and a consumer society later on, only with the emergence of a consumer society that advertising makes any sense, so advertising along with these changes in these former colonies, you see advertising start to appearMaterial disparitiesBy mid 1950s, many countries divest empires (got out of the colony business)Reasons:AltruismPeople realized it wasn’t right and gain all the benefit, not moralSelf servingBecame clear the imbalances created through colony process remained the same and the wealthy countries benefitedMaterial disparities persistEconomic colonialismIndigenous corruption (taking money)What are the imbalances today?In the bottom 2/3 of world population controls 4.2% of the worlds wealthTop .5% control 36% of the wealth in the worldGlobalization2000s: Stagnation of the Westacceleration of the EastJapan, south Korea, China, SingaporeFreedomDebate has 2 sides but they aren’t opposites (debate about global advertising)One advocates FREEDOMPosition is advertisers should be free to make and distribute any kind of message anywhere in the worldNo limit on commercial messagesPosition taken by the advertisersAppropriatenessThe other position of the debate, not opposite thoughAppropriatenessPosition taken by a variety of local groups and organizations regarding their own countryClaim is not that there shouldn’t be freedom, but that we should have some kind of say of the advertising done in our own countryProblem with not having a sayNestle and infant formulaTargeting mothers and health workersClaim that formula “protects” babiesBut, children were more likely to become sick from it, reasons why because this product did not fit the target market in the areas it was marketed in, not everyone had access to fresh, clean water and if you are mixing formula with it, not healthy, also it was being marketed to poor target markets, tendency to undermix the formula with the waterWorld Health Assembly 1981—prohibits idealized text and images on labels, limits to scientific and factual information to health workers, who then advise parentsImprovements to breast feeding could save 1.5 million children per year (UNICEF)Freedom (rationalism)On one hand position of freedom (no regulation, this position takes rationalist point of view, making a claim for freedom because everyone is smart enough to know what is appropriate and good and left alone to make their own decisionsAppropriateness (Culturalism)Claim coming from Culturalism point of view, how pressures work and people make choices based on pressures at work on them,problem that these don’t have any basis to talk to each other, these sides are talking past each other, no basis to come to the same table and agreement, so what we have today is this situation (debate) with no resolution BECAUSE they are talking past each other working from different directionsMulticultural issuesNation composed of many different types of peopleMigrationPeople moving between countries all the time, always had multicultural societiesMulticultural societiesDiasporasCommunity of particular peoples that is existing in a country not of its originColonial AmericaPeople from all over, ranging from Europe, Africa, etc.Diasporas in the US TodayStereotypesProblem in advertising that multicultural getsStereotype is a short hand symbol for another social groupEffect:Behaviorism: stereotypes causes people to think a certain wayRationalism: stereotype has no effectCulturalism: stereotypes aren’t lies, they just narrow the range of how you think about peopleThe most accurate one*Easy for advertisers not to use stereotypes, it is a choice for advertisers, they can easily not use themKey pointsReal world reasons for these issues of international and multicultural advertisingImperialism and colonialism have created these issues in advertisingCulturalism offers more insights than either of theseADPR 3100 1st Edition Lecture 25 Outline of Last Lecture I. Challenging the Agency Outline of Current Lecture International/Multicultural-International issueso Imperialism, colonialismo Freedom v. appropriateness-Multicultural issues o Immigration, migrationo Stereotypes Current Lecture International issues- Clear connection between having an advertising industry in a capitalism and consumer society - Expand to international advertising in capitalism and consumer society - Not even playing field, certain numbers of agencies and countries that have the resources to globally advertise, vast majority do not- Where did this imbalance come from?o Intervention Imperialism  One country tries to expand its empire by expanding its boarders into other areas Absorb economically  Colonialism Strong