Glocalization of Consumption Culture Through Global Brand Advertisements

This study tries to explain glocalization strategy usage by global brand advertisements. To focus on glocalization term, it explores advertisements of three global brands, which are Lays, Vodafone and Coca Cola. Two research methods were applied to understand using glocalization in advertisements of...

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Bibliographic Details
Published inGlobal media journal (İstanbul) Vol. 9; no. 18; p. 294
Main Author Ayaz, Yeliz Yapicioğlu
Format Journal Article
LanguageEnglish
Turkish
Published Istanbul Yeditepe University, Public Relations and Publicity Department 01.04.2019
Subjects
Advertisements
Brands
Consumption
Market strategy
Research methodology
Semiotics
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Summary:This study tries to explain glocalization strategy usage by global brand advertisements. To focus on glocalization term, it explores advertisements of three global brands, which are Lays, Vodafone and Coca Cola. Two research methods were applied to understand using glocalization in advertisements of aforementioned brands. Firstly, this study explains how Turkish cultural codes are represented via semiotic analysis. Secondly, in-depth interviews were conducted with ten people to analyze how people interpret and perceive glocal advertisements of global brands. According to research results, it is argued whether glocal advertisements plays a crucial role to manipulate peoples’ brand choices or not.
ISSN:1309-7601
1309-7601