Traditions and customs reflect the behaviors and attitudes of a society, often serving as its strongest cultural elements. Just as every country has its own traditions, they also differ in clothing, food, and entertainment styles. While some of these traditions evolve over time, those deeply rooted in societal values remain significant and sensitive points.
So, what role does advertising, often regarded as a reflection of society, play within these traditions and customs? How does advertising, which aims to inform people about products or services, relate to culture? Considering the role of advertising and advertisers in society, it is evident that advertisers must adhere to certain societal norms and avoid crossing these boundaries in their work. Advertisers must thoroughly understand the society they address and use societal indicators effectively at the right time and place to convey messages that are easily understood.
As much as society is influenced by advertising, advertising is equally shaped by societal values.
The Role of Glocalization in Advertising
With the goal of establishing a seamless global environment, advancements in technology, accelerated communication, and globalization have blurred boundaries. This has also highlighted the differences between global markets, revealing the need for diverse advertising strategies. Reaching out to societies with varying subcultures has become one of the most critical skills for international companies today. In this dynamic landscape, advertising emerges as the most powerful tool to influence society quickly.
John Fiske describes the advertising process as follows: “Audiences receive ads, reinterpret the messages, integrate them into their subcultures, and use them for their own purposes and enjoyment.” The advertiser’s ultimate mission, then, is to engage consumers from diverse subcultures with glocal advertising campaigns while maintaining the global brand image.
What is Glocal Advertising?
The term “glocal” combines “global” and “local.” It refers to advertisements created by global brands tailored to the traditions and customs of specific countries, incorporating cultural symbols unique to those regions. By utilizing both global and local elements, brands aim to connect with consumers on an emotional level.
Example: McDonald’s and its Glocal Campaign in Norway
McDonald’s successfully adopted glocal advertising by considering Norway’s cultural characteristics in its campaign targeting the fishing industry. The first step was launching a competition for the best Norwegian fish recipe and creating a blog for sharing messages about the recipe. Consequently, McDonald’s introduced the Salmon LakseWrap, a product inspired by Norwegian culture, to its menu.
In the advertising communication, McDonald’s utilized cultural symbols and indicators effectively, as outlined below:
Cultural Indicators Used:
- Symbols: (colors, shapes)
- Heroes: (key figures)
- Rituals: (ceremonies, traditions)
- Values: (beliefs, myths)
Key Elements of the Campaign:
- Imagery: Depicted a typical Norwegian family meal, bicycles, and Norway’s unique landscapes and seas, which served as conscious use of symbols.
- Values: Incorporated themes of family dining, friendships, and neighborly relations to highlight Norwegian values.
- Localization: The LakseWrap clearly stands out as a unique product tailored to Norwegians, differentiating it from the standard McDonald’s menu.
The Advertisement Message:
The product name itself—LakseWrap—carries both local and global elements, reflecting the brand’s dual focus:
- Lakse → Signifies locality (salmon, a staple in Norwegian cuisine).
- Wrap → Represents global familiarity.
This name explicitly conveys the uniqueness and exclusivity of the product for the Norwegian audience.
Glocal Advertising as a Strategy
Being a global brand, McDonald’s demonstrates how glocal advertising can effectively position a product in a specific market by incorporating motifs unique to that region. This approach not only strengthens the emotional connection with the target audience but also ensures that the global brand image remains intact.