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Belch: Advertising and
Promotion, Sixth Edition
VII. Special Topics and
Perspectives
20. International
Advertising and Promotion
around the world, and many cosmetic companies use similar image campaigns in different
countries.
Levitt, like many advertisers, believes that joy, sentiment, excitement, and many
other emotions are universal. Thus, it is common for global advertising campaigns to
use emotional and image appeals. One advertising executive said:
What it all boils down to is that we are all human. We share the gift of emotional response. We
feel things. And we feel them in remarkably similar ways. We speak different languages, we
observe different customs, but we are wired to each other and to an ultimate power source that
transcends us in a way that makes us subject to a common emotional spectrum. 64
Companies whose products appeal to universal needs, values, and emotions are
also recognizing that they can advertise their brands with global campaigns. For
example, Calvin Klein, one of the leading fashion and design companies and a brand
name recognized around the world, recently launched a global campaign for its Eternity
fragrance brand. The ad campaign expands the Eternity ideal of lasting love and
intimacy with commercials featuring scenes of family life set to the classic Burt
Bacharach song “What the World Needs Now Is Love,” which is sung by Aimee
Mann. The print advertising depicts life’s special moments and features the tagline
“Love, Sweet Love” and is designed to resemble photographs pulled from a family
album. The campaign features supermodel Christy Turlington as the Eternity woman.
High-tech consumer products such as personal computers, calculators, VCRs, TVs,
and audio equipment are in the third category, as are various types of business-tobusiness
products and services such as computer systems. Business-to-business marketers
like EDS and Xerox have begun using global advertising campaigns, as have
Hewlett-Packard and IBM.
Products in the fourth category are those whose national reputation for quality can
be the basis for a global advertising campaign. Examples include Swiss watches,
French wine, and German beer or automobiles. As discussed earlier in the chapter,
many U.S. companies are taking advantage of the cachet American products have
acquired among consumers in Europe and other international markets. For example,
Jeep promotes itself as “the American legend” in Europe and Japan. Brown-Forman
has been using an American theme for its Jack Daniel’s and Southern Comfort liquor
brands since it began selling them in foreign markets more than two decades ago.
In the final category for which globalization is appropriate are products and services
that can be sold to common market segments around the world, such as those
identified by Salah Hassan and Lea Katsansis. 65 One such segment is the world’s
elite—people who, by reason of their economically privileged position, can pursue a
lifestyle that includes fine jewelry, expensive clothing, quality automobiles, and the
© The McGraw−Hill
Companies, 2003
Exhibit 20-10 Visual
appeals work well in global
advertising, such as that
used by the Boeing
company
673
Chapter Twenty International Advertising and Promotion