Global AdvertisingBy Hannah and Sian

Global Advertising is on a worldwide scale, whereby

companies take commercial advantage of global media as a

concept as well as be aware of the arguments for and against it.

What is Global Advertising?

Will some campaigns just work in the UK?

Using certain celebrities such as Cheryl Cole for L'Oreal would only be appealing for consumers in the UK because she is not very well known outside of it. Another example is Jamie Oliver advertising Sainsbury’s, again he is only known in the UK. Therefore using celebrities such as this would only interest consumers in the UK.

So when it comes to Global Advertising the company has got to be very careful which celebrity they choose to promote their product.

A company could use a campaign similar to L'Oreal as they have used 3 very well known celebrities in their own countries Cheryl Cole, Eva Longoria Parker and Frieda Pinto etc.

Why is L'Oreal’s campaigns so successful?

Because they use a variety of models they don’t just have one face for their company, this makes their products more well known and successful. Also as L’Oreal have used such a variety of faces for their campaign every consumer is bound to know a few if not all.

Faces of L’Oreal

Advertising Techniques

1) Celebrity Endorsement - A popular technique used by many different advertising campaigns today. “People want to be like celebrities, so they buy the product”. E.g Cheryl Cole in L'Oreal adverts. Also if people think ‘wow she uses that hairspray I must use it too’.

2) Nurture- This technique will play on people emotions, persuading them into buying the product. E.g. Andrex being a cute puppy.

3) Intelligence- Makes people think twice about the advert.

4) Peer approval- Many adverts use this technique to advertise their products, persuading people to buy it as it convinces them they will become popular. For example:

“Not buying this product will lead to you having no friends”

E.g. McCoy's Crisps

5) Escape-

This advertising techniques convinces people that if they buy this product it will help you escape to another world, time and place.

E.g Herbal essences

KFC KFC FACTS:

KFC was founded in the 1930’s by Colonel Harland Saunders.

Introduced in Britain in 1965

First quick-service restaurant in the UK

Each year KFC uses some 202 million pounds of breading flour in its famous coating. If all this flour was loaded into 25 pound bags it would take 3,667 articulated lorries to transport it all at once!

Our YRI Global Franchise Partnering System“Global Franchise Partnering is our way of engaging, training and supporting our franchisees to ensure the best possible match of franchisee, market and brand.It helps us to help you to achieve and maintain restaurant excellence, facilitate effective communication, provide evaluation and feedback, share best practices and develop a recognition culture”.

KFC adverts never appear to use celebrity endorsement. Most of their adverts consists of people being some where social eating a KFC.

FACT! KFC uses the colour red because research shows that the colour red makes you feel hungry! This is also true for McDonalds, Burger King and Pizza Hut which are the main fast food companies.

One of KFC's latest advertisements is a commercial advertising its "wicked crunch box meal". The commercial features a fictional black metal band called "Hellvetica" performing live, the lead singer then swallows fire. The commercial then shows the lead singer at a KFC eating the "wicked crunch box meal" and saying "Oh man that is hot“.

‘FINGER LIC

KING G

OOD’

KFC burger advertisement banned!

KFC gets through 700 million chickens a year worldwide

A TV advert for fast food chain KFC has been banned for misleading people about the size of a burger.

The Advertising Standards Authority (ASA) upheld five complaints that the chicken fillet was larger in the TV commercial than in real-life. It found the advertised bun was thicker than those it bought in a London outlet and that there was "more filling and the lettuce was a different type". KFC said the advert burgers were within the "standard range of dimensions". It suggested the women in the advert may have had small hands - thus making the burger appear bigger - and that the name of the burger indicated it was smaller than other burgers.

Size and presentation

In the advert in question, a group of people are eating KFC's Mini Fillet chicken burgers at a railway station. "Advertisers are permitted to present their products in a favourable light but not in a way likely to mislead viewers," said the ASA. "Even though the product was called a mini chicken fillet burger, we do not think this was sufficient to alert consumers to the fact the product was smaller than appeared in the advertisement." KFC is owned by US fast-food conglomerate Yum Brands, which also owns Pizza Hut and Taco Bell.

BBC NEWS 30th March 2005

In 2010, an advertisement was shown in Australia showing an Australian cricket fan giving West Indies fans KFC chicken to keep them quiet. The ad sparked a debate over racism in the ad, suggesting that all black people eat fried chicken. Fried chicken was eaten by black slaves because it was cheap and easy to make. Though KFC stated that it was "misinterpreted by a segment of people in the US“, the ad was later pulled from TV. However, several Australian commentators have expressed the opinion that the ad is not racist, because this is not a racial stereotype in Australia and the cricket fans in the ad are not African American, but West Indies cricket supporters (the West Indies cricket team was playing a Test cricket series against the Australian cricket team at the time of the ad).

KFC – World Hunger Relief campaign (Nurture)

Here this advert is aimed at us to feel sorry for these children so we donate money to them. This is an excellent example of the advertising technique ‘nurture’.

Andrex

Kimberly-Clark and its well-known global brands are an indispensable part of life for people in more than 150 countries. Every day, 1.3 billion people--nearly a quarter of the world's population--trust Kimberly Clark's brands and the solutions they provide to enhance their health, hygiene and well being. With brands such as Kleenex®, Andrex®, Scottex®, Huggies®, Pull-Ups®, Kotex® and Depend®* Kimberly-Clark holds the No.1 or No.2 share position in many countries.

Andrex Facts:• Andrex® toilet roll was first launched in 1942 •Andrex® is the nation's favourite brand of toilet tissue – a position it has held for over 40 years •Since the first puppy advert in 1972, there have been over 130 ads starring the Andrex® Puppy •1 in 10 households own an Andrex® cuddly toy •Andrex® is ranked 8th in the Grocer's 100 Biggest British Brands •Andrex® is ranked 25th in the Superbrands top 500 Superbrands

Andrex is another example of the advertising technique nurture. The ‘cute’ puppies are a really good method of persuading someone to buy this product.

Rimmel

Rimmel is a company based in London which produces make up. Rimmel is also available to many different countries world wide.

The current face of rimmel is Kate Moss, alongside Lilly Cole, Sophie Ellis Bextor and Ayumi Hamasaki.

This is what we call Celebrity Endorsement as it persuades its audience to buy their products. This is because people aspire to be like celebrities.

It was announced in October 2009 Georgia May Jagger and Canadian supermodel Coco Rocha were set to join to the line up of Rimmel London spokeswomen. Within days of Rocha's first campaign release, Rimmel announced that they had signed Zooey Deschanel, Solange Knowles and Alejandra Ramos Munoz would help the brand launch into the global marketplace.

Kate Moss – Cocaine scandal

Back in September 2005, the press published photos of the model Kate Moss taking cocaine. Many advertising campaigns such as H&M, Channel and Burberry stopped using Kate Moss all together to attempt to save their reputation from being damaged

Senior figures at Rimmel, were said to be deeply concerned about the example the model was setting.

Not long afterwards, Kate Moss apologized for her cocaine scandal, admitting she had let her family and friends down

To this date, Rimmel is still using Kate Moss as he has now re gained her reputation, making it less of a risk for Rimmel using Kate Moss to promote their products.

AdidasAdidas is a major German based

sports clothing and consumer goods manufacturer. Adidas is available worldwide and used celebrities to promote its products

Celebrities such as David Beckham are used. This is because David Beckham is recognized world wide and attracts a large target market. This will benefit Adidas as this will increase their sales and improve their reputation all over the globe

“Meet my Street” campaign

Adidas originals has released another campaign, featuring many celebrities such as David Beckham, snoop dog, Noel Gallagher and ,many more. The world of music, fashion and sport come together for an energetic celebration in the video, “street where originality Lives”

This campaign will attract a huge range audience from different ages, gender and social economic groups.

http://www.youtube.com/watch?v=yNOA3Veod8s&feature=player_embedded