Globalize A New Culture: Have It Your Way

Globalization is happening all around us. Globalization is a changing definition that integrates cultures, nations, and countries in many ways through mass media, music, etc. This working definition of globalization connects well with cultural imperialism.

Cultural imperialism is best explained in a way that all cultures become the same by either being Westernized or Americanized as Professor Straubhaar discussed. Also, globalization through cultural imperialism helps institute a loss of local or national culture or sovereignty. Take for example, McDonald’s global food franchise. Check out this Japanese McDonald commercial and shows how America has changed the way they think about their customers abroad through changing language and adapting to the culture.

http://www.youtube.com/watch?v=vuIKbR_IWkM&feature=&p=9DBB813BCE1A9ED3&index=0&playnext=1

Dolce & Gabbana

The Dolce & Gabbana advertisement is depicting the sexy clothing offered at their stores, yet it contains another powerful ad. This advertisement is powerful because it shows male dominance over one woman. It can be seen offensive as well because of the display of women in this advertisement.  During Straubhaar’s lecture, he described several advertising appeals and a few were mentioned in this ad. The Dolce & Gabbana ad definitely shows advertising appeals dealing with sex, aggression, and dominance very well. Take for example, aggression and dominance; if you can see the ad clearly you will be able to interpret the men’s stature and strong bodies while the woman looks helpless and weak. Also, through history we have always shown that a male is more dominant in all situations and should be aggressive with women to put them in their place. From my opinion, the ad clearly exemplifies the advertising appeals wanted from this specific ad. They wanted it to look sexual, aggressive, dominant, and construct the “target” consumer which would be a prestigious upper middle-class male. They basically wanted to make men feel better about themselves and giving them a way of power over something or someone. 

Picture: http://www.kibitzhomme.com/?tag=dolce-gabbana