Exploring the Glocalization of Advertising Strategies in
Egyptian Context: A Content Analysis of Television
Commercials
Eiman Medhat Negm*
Due to a globalised and competitive world, global brands are growing stronger, and
the competition for consumers’ attention worldwide is becoming more intense. The
aim of this study was to explore the glocalization of advertising strategies in the
Egyptian context, as standardization and adaptation of global advertising
(globalization versus localization) in foreign markets is a topic of constant debate
among scholars. Content analysis was used to investigate three global campaigns:
Coca-Cola “Open Happiness”, Snickers “You're Not You When You're Hungry",
and Comfort “Cloth World”. These advertisements were compared to the ones
aired in western contexts in order to understand the degree of glocalization. The
research finds illustrate that the international companies tend to revise their
communication strategy by mixing up global and local cultural appeals in television
commercials (Characters, Length, Music, Scenic Background, Slogan, Story of
commercial, and Voice-over) in order to attract maximum audience and stimulate
intentions for purchasing the product or service. In the Middle East, specifically
Egypt, this study acclaims that international companies need to recognize and
comprehend the local culture of the country, the Islamic religion, and follow the
regulations of the country in order to be successful in implementing an influential
marketing advertising strategy.
Key Words: Glocalization, globalization, localization, international business,
advertising strategy
1. Introduction
An increasing number of companies now market internationally, employing
global advertising to drive demand for goods and services across multiple
geographic locations (Kotler and Armstrong, 2013). Global advertising usually
requires tailoring of the broadcast to reflect national market cultural differences
and preferences (Orth et al., 2005). Thus, international companies embrace a
compromise between global and domestic advertising, adopting the “glocal”
(global-local) strategy (Walkosz et al., 2008). With careful research on foreign
markets, global campaigns are able to: “standardize certain core elements of the
advertising strategy while incorporating local cultural influences into advertising
executions” (Boykin, 2015, p.1).
Global advertisements have long been at the very center of research interest
(Kotler and Armstrong, 2013). A thorough investigation into the topic leads to
numerous and valuable cultural data (Bhatia and Bhargava, 2008).
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