Standardization and adaptation in television advertising

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Television continues to be a dominant media in the 21st century. As the world continues to "shrink" and globalization increases, those companies that do business in many countries must find innovate ways to communicate their brands. In international markets, therefore, the decision to standardize or adapt the advertisements between different countries becomes of great importance. The purpose of this study is to gain a better understanding for how companies standardize and adapt their television advertising in international markets. In order to reach this purpose, research questions focusing on the elements of television advertisements, as well as the factors that influence the decision to standardize/adapt were stated. Based on these research questions, a review of the relevant literature was conducted, resulting in a conceptual framework, which was used to guide this study's data collection. Data was collected via a qualitative, case study approach, using interviews and observation of the television commercials on international consumer brands. The result shows that there are certain appeals that work: Emotional appeals seem to work more on the young, while rational appeals appear to be more effective towards an older target market. One of the primary factors that influence a company's decision to adapt a commercial is th...