Dochakuka: Melding Global inside Local: Foreign-Domestic Advertising Assimilation in Japan
MetadataShow full item record
Japan's advertising industry has a long history of employing foreign actors. This article probes the proposition that over time this media exposure affects advertising industry's willingness to change and meld the presentation of foreign people in local contexts in ads. An empirical study supports the proposition that some level of foreign-domestic advertising assimilation-dynamic is occurring in Japan. The article reports a content analysis examining 102 television advertisements run during 1992 and 2002 that confirms the principle proposition. Changes in verbal and nonverbal communication modalities suggest that foreign-actor domestic assimilation is occurring. The article illustrates how advertisers go about showing foreigners in Japanese contexts to transform the old saw, “Think global, act local” into the more actionable dictum, “Meld global inside local.”
Showing items related by title, author, creator and subject.
Alzahrani, Mojib Othman (2012)This research investigates reasons for differences in quality between advertisements created by local and international advertising agencies operating in Saudi Arabia. It focuses on the investment in, and use of, computer ...
Luo, Yadong (2016)Purpose – Contrasting local adaptation, which focusses on foreign multinationals learning about and adapting to local (host country) culture and environment, reverse adaptation refers to the case where an MNE’s local ...
Luo, Yadong (2016)© 2016 Emerald Group Publishing Limited.Purpose - Contrasting local adaptation, which focusses on foreign multinationals learning about and adapting to local (host country) culture and environment, reverse adaptation ...