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Global Ads
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 <Background:
The theme of globalization is common in a number of print ads. These
ads often emphasize the positive values associated with globalization,
such as the empowerment of individuals and the greater connectivity of
kin. Other ads stress exoticization, which is a continuing negative
dimension of modernity in advertising. The
Ads:
Images 9, 10, 11 emphasize a disturbing exoticization of the world, while
an ad like 5 illustrates the increasing association of globalization with
positive social values, including kinship.
Discussion Questions:
(1) Given the advent of globalization, how has advertising changed? (2)
Has advertising reflective of globalization stressed more inclusion for
women, persons or color and other underrepresented groups? (3) What values
are associated with globalization as reflected in advertising?>
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Image 7 |
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Image 9 |
Image 10 |
Image 11 |
Image 12 |
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<presented by Scott A.
Lukas, Ph.D.>
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