Essay on A Comparative Analysis Of Pepsi 's Tv Advertising

1904 Words Oct 9th, 2014 8 Pages
As globalization prevails, many companies venture into different countries which create high complexity for marketing as the culture elements are deeply embedded in consumer behavioural, and can cause significant misconception on the brands. A comparative analysis between Pepsi’s TV advertisements in China and the US will help to demonstrate both the differences and similarities of marketing presentation and examine the effectiveness of the market communication. By applying Hofstede’s framework on dimensions of cultural variability, these two ads reflect fundamentally different cultures and further prove the importance of tailoring the marketing strategy accordingly to fit the culture.
The Chinese Pepsi ad depicts a story that a young man (starred by famous Taiwanese actor Vic Chou) cannot celebrate the Chinese New Year with his parents because of his work. After saying goodbye to his family, the young man discovers the Pepsi in his luggage with written words from his dad at the airport. Due to the cancellation of his flight, he goes home with his colleagues and celebrates the holiday together with his family. Unlike the Chinese ad, the American “Live for now” video starts with Beyoncé doing a dance routine for her new song “Grown Woman” and she drinks Pepsi to re-energize. And later she sees her reflections with various costumes from hits such as “Bootylicious”, “Crazy in love” and “Single Ladies”. Although she seems confused at first, she re-enacts the same movements as…

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