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Moreover, another way that supports the lobar advertising is the usage of western models, and English brand names as it enhances the perception of globalization of any brand, it’s a way to make it easy for the consumer to understand that the product is originated and made in a developed country. Any product with a global image or the product’s place of origin shows the product’s reputation due to the country that produced it, technological advancement and workmanship. This helps the global advertising to reach success and to increase the advertisement’s effectiveness even in the developing countries (Adding, Trappers &
Yap, 1984). Although producing great global advertising requires a huge budget, studies show that it was found that between the years 2002-2005 advertisers spent 30% of their total ad budget in foreign countries. For example such as; “Levies spent a lot of money and time in continental European markets to make them understand its slogan “Levies engineered Jeans” because the consumers did not understand that “engineered” meant “made by’ (Adding, Trappers & Yap, 1984).
The Americanization of the world today seems, as it has become a reality in many parts of the world, it is actually very reprising to realize how deep and wide cultures, religions and languages, and a large part of the world seems to have been stacked with American language, ideas and popular culture (Alan, 1990). International advertising is mostly under the authority of U. S. Firms that use the same agency in different countries, which leads to making the Americans the most dominant, and the average of the advertising they control, over 50 percent accounted by the Americans and it had been placed in common market countries.
The highest of the European agencies were strong enough to offer competition to the Americans rims, and they found that they have to expand their international activities to follow the U. S. Clients (Alden, Statement & Bator, 1999). In an absolutely simple numerical intellect, global marketing has a great potential. This condition however has been obvious enough for the advertising agencies ever since the sass which resulted in the U. S. ‘s agencies billings from the foreign sources in 1988 to exceed, for the first time, the domestic billings.
The debate now is about the practicality of the global advertising and not about its potential (Frazer, 1989). Critical Reflection Firstly the core-nation countries, which have technology, high income strong media, can target anyone from anywhere and control his mind by media. It is because they have strong media they call themselves Develop countries and called other countries which have less developed media the “the third world” or the developing Countries.
These names are used by t countries which put them according to specific standards they have and them throughout their strong media that makes these standards depend level of education in the country is and if the income is strong or not? But tankards are not so true and don’t apply for equal countries. If we mess standards on all the countries equally, we will find that the I-JAW and Qatar developing and that they are having all the standards to be one of these countries but it will not happen because they don’t have powerful enough their media cannot control over the world and that it will only cover the A countries.
So, nowadays if we see how Qatar tries to compete with Europe American countries in media by publishing El Jazzier and that it’s not only reach the Arab people but it also reaches people from everywhere in the elapse in transferring some of the truth about the Arab countries for fore audiences who only watch BBC or European News channels. It’s also clear importance of media is for any developed country which makes the count powerful media and reflects the image of the country to show if it is devil not.
There is a good coloration between the media and the international that makes the countries control the media, it also helps in controlling the international advertising. There are many multinational corporate control all the advertising in the world and those that have branches in countries in the world. Most of these Corporations are owned by core-Nat countries and they use it to publish their ideas in an indirect way that the people of the importance of change and encourage them by motivational the marketing research knowing what are the most things that the people countries can get motivated by.
And there’s a very famous example of advertising without research; this example was in Nigeria, it showed the strength and endurance of the product, posters had the picture of an elephant riding the bicycle. The campaign turned out to be a total failure. When they did their research after instead f before the launching, the ad men discovered that the comment was given: “We have never seen an elephant riding a bicycle. ” This concludes the importance of market research and social research which are the keys of a successful advertisement whether locally or internationally.
The core nation countries by their strategy, they are convincing people to leave the rural areas and move to urban areas by linking between them moving to the urban areas and lifestyles. They convey them by using the advertising and the media if they leave the rural area and live in urban areas, they’re lives will change ND they will get more money and their life styles will change 360 degrees. Also they make people work and they usually ignore the farmers with the media and this makes them always related to those who live in the rural area with the uneducated and less modern people which live in the urban areas.
Moreover, the core problem is the most affecting to its people by these motivational factors and people are non- educated and in a low level of income. This has led all developing countries which depend on agriculture to decrease their production that the workers and farmers ho work in agriculture do to move to industry. The developed countries, according to their strategies to control all what is produced agriculturally in the world. Any country which tries to depend on itself must focus on three fields: agriculture, industry and education.
So the developed countries want to demonstrate on all these fields in any country in the world by media to be under its control and that makes the core nation countries need the developing countries and if these countries ignore them and depend on themselves the core nation countries will suffer from many reasons through which they depend n the semi peripheral and peripheral countries by taking the raw materials from them and reproducing it and selling it again in the market of the developing So, the core nation countries try to control these countries by any way.
Firstly, in the agriculture field they make the farmer hate his work and leave it to live in the urban areas. Secondly, in the industrial field these countries control all this field with the invention of the product or technology being sent to the developing countries (they take martial from them) and then they sell them again for them with higher ricers as the role of the developing countries is to purchase the products or modify them to become suitable for local targeted audiences and that the developed countries don’t allow for them to invent any new products at all.
Thirdly, in the education field they control it through the media by conveying people to have a good education and open universities and international schools in the developing countries to educate them and become what they want to teach them and by their own way to make them only as customers and how to become loyal for their products.
It’s actually the result for the developed countries to know the importance of media and how to use it in a way that they find by controlling the media and having strong advertising, by controlling the entire world by the advertising on the minds of people in the third world countries which are still developing. According to Emmanuel Willingness, World system theory (WEST) he said the world consist of 3 groups according the degree of interaction on political, media, technology, culture, labor, capital and social levels.
There are three groups of nations which are unequal in the economical relation between them (Severing & Tankard, 2001). Severing and Tankard (2001) found The first group which was called the core- zone nation; it included countries which have a huge economy, powerful media, knowledge, and all new technologies ex: America, European union, Australia, New Zealand, Canada, and Japan.
These groups of countries dominate the other countries and control the shape of the relation between them, while also they regard other countries a good market for them to sell the products. The second group is the semi periphery zone nation that regard these countries Ewing less developed than the core nations countries; like: Brazil, China, Switzerland, Singapore, Sweden, Russia, Slovenia, South Korea, Argentina, Mexico, Chile, Malta, Denmark, Finland, Hungary, Egypt, Poland, India, and Venezuela.
These groups of countries are considered as good customers and a good market for the core zone nation. The third group is the periphery zone nation, these have countries which have the weakest economy, they don’t have good media and they Just broadcast little of the news stories and they also suffer from their education and they don’t have any genealogy that is referred to the third world or the developing countries; Latin America, large part of Asia, and Most of Africa.