Tastes of consumers are different all over the world, so aren’t advertisements in Asia the same in Europe, neither are they in North-America. Successful, but provocative ads in one part of the world, for instances Europe , might be provocative in prudish America.
These disagreements are also at publicity concourse, for example when the jury of the 2002 Grand Prix for print advertising (Cannes) got split after a discussion. The notorious commercial for travel company 18-30 (by Saatchi & Saatchi), who won finally the competition, was hated by the Canadian juror. Reaction of the Swiss judge Mr. Fabrikant : ‘Do not sell “politically correctness” to us’.
It isn’t only hard in times in terms of financial aspects, it is even for global marketers dealing with different cultures. Globalization is a fact, but commercials can’t be aired all over the world without adaptations. Changing standards in a country or a continent is not commended, you have to know what the different acceptable attitudes are.
Violence in humorous advertising is tolerable in the USA, in addition to what it is in Europe. Generally in North America, there are more violent-typing ads than elsewhere, but nudity and sexuality are a no-go-zone.
Julie Scheipers
http://www.usatoday.com/money/advertising/2003-06-19-xtreme_x.htm
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