Advertising Global Brands: The Fascinating Art of 'Glocalization'

label Diverse autorenew 2025-09-29, 17:01 history_edu Diana Ignat
Discover the fascinating art of glocalization! Companies want to establish global brands, but know that they need to adapt their global advertisement campaigns for culturally specific consumers. A rhetorical reconstruction of cultural readings of the ads shows that the adaptations can be understood as being necessary to invite a reading that fits within the cultural system. This course is co-taught by Chinese and European teachers!

Period
04-08-2014 - 08-08-2014 (1 weeks)

Target group
This course is a multidisciplinary course on advanced bachelor level. This implies that some preparatory readings are expected from participants on disciplinary fields that they are not familiar with. No specific, in depth knowledge of statistics is required. We hope to attract students from social sciences as well as cultural studies, discourse studies and media studies.

Course aim
1. The student has a basic knowledge of the literature on cross cultural advertising;2. The student has developed a grounded opinion about 'glocalization' issues in advertisement;3. The student has a basic knowledge of different methodologies applied in this field as well as their strengths and weaknesses;4. The student is able to make basic analyses of invited readings of multimodal advertisements.



Credits
1.5 ECTS credits

Course fee
EUR 500[Convert to USD] 500 - Course + course materials + housing 300 - Course + course materials

Course leader
Paul van den Hoven

Utrecht University
Address: PO BOX 80148
Postal code: 3508 TC
City: Utrecht
Country: Netherlands
Website: http://www.utrechtsummerschool.nl
E-mail: summerschool@uu.nl
Phone: 0031302534400