McGlobalization

Globalization refers the recent phenomenon of connections across the world, and even more specifically, how this is evident in media of all types. Whether it's movies, television, music, or advertising, all forms of media are becoming global. One way this is seen is in hybridization. Hybridization is when two cultures mix to form something new. An example of this in advertising is the global food chain, McDonald's. When most Americans hear McDonald's, we think of the Big Mac, Chicken McNuggets, or the oh-so-appetizing McRib. But as the company has developed around the world, they have realized that not everything sells the same in every country. For instance, their restaurants in Israel need to accommodate to the local Jewish culture. They recently opened up a chain of Kosher McDonald's in Israel with new blue-and-white logos to distinguish them from the regular chains. In addition to this, none of the McDonald's in Israel serve pork to accomodate the local culture. They've even made menu items to cater to the tastes of locals: the McShawarma and the McKebab. This is an example of the concept of hybridization: McDonald's plus Israeli culture equals Kosher McDonalds.

Subaru Advertisment

I saw this commercial for Subaru, by recommendation of a friend, the other day on YouTube. By the end of that minute, I was totally willing to buy a Subaru, right then and there. And I couldn't figure out why. Upon further analysis, I realized that this was a perfect example of the advertising Straubhaar talked about in lecture on Monday. There were many characteristics of advertising in this commercial, including imagining an audience and grabbing your attention. There were also appeals to sex, nurture, safety, and escape. But what I want to focus on is the appeal to nurture. This appeal basically makes the ad tell the audience that if they buy this product then they will be protected and cared for. This is obvious in the ad in several ways. The newlywed couple is on their way out to their honeymoon spot (driving in their mud-covered Subaru) and on their way there they are protected from a cow in the middle of the dirt road, which they have to avoid by driving around. At first you see the husband caring for his wife by his attention to detail in making this cute little camping area. Then as it starts to rain, the husband protects his wife by taking care of the tent-falling-down situation as the girl waits in the Subaru, protected from the rain. All these aspects of the commercial make the audience think that if they buy a Subaru, they will be protected from danger and that, since only extremely caring, nurturing people drive Subaru's (which is what this commercial implies), they will lead a fulfilling, happy life. I'll admit, I totally bought into it. And I have to say, the M. Ward song didn't hurt the buying appeal.