October 2nd, 2003

cea pro choice

_________________________ [PRO] on-line creative strategies by Japanese corporations

The aim of this research was to compare the on-line creative strategies of Japanese multinational corporations that are used at home and in foreign markets in the light of the standardization versus localization debate.

Product-based websites created by the same Japanese firms were examined in Japan, Spain and the USA using a cross-cultural content analysis research framework. The findings show that Japanese multinational corporations are likely to localize their web communications through tailoring on-line creative strategies according to the target market.

Domestically, soft sell approaches are used more than hard sell approaches in Japan, whilst the relation reverses in the USA. Spain equally weighs both approaches.

Cross-culturally, while Japan tends to employ soft sell approaches more than the other countries, there is no significant difference across the three countries. On the other hand, the USA significantly differs from the others in terms of the usage of hard sell approaches.

The dimension of creative executions in Spain seems more limited.

Right messages for the right site: on-line creative strategies by Japanese multinational corporations, by Shintaro Okazaki,Collapse ), Javier Alonso,Collapse ), Journal of Marketing Communications, Volume 9(4), December 2003, pp: 221-239.

innovation_design
content_analysis
online_communication
Japan
CultureScan
cea pro choice

_____________________[PRO] Mothers Against Genetic Engineering

нашёл у jwz



MAdGE (Mothers Against Genetic Engineering in Food and the Environment) today launched a highly controversial billboard campaign in Auckland and Wellington to provoke public debate about the social and cultural ethics of genetic engineering in New Zealand.

Fonterra, New Zealand's largest milk company recently purchased the patent rights to large amounts of human DNA from an Australian genetics company. 'The mothers of New Zealand would like to know exactly what our milk company are doing with this human DNA.'

+
люди в комментах начали обсуждать бизнес-план производства четырёхчашечных бюстгалтеров. почему-то сразу всплыла в памяти многогрудная свинья в купальнике, из самой первой серии "ну,погоди".

так там до сих пор и плавает...


genetic_engineering
advertising
memory