COMMUNICATION STYLES OF GLOBAL BRANDS IN DIFFERENT CULTURAL CONTEXTS: A STUDY OF THE MCDONALD’S BRAND

Authors

  • Edson Roberto Scharf Universidade Regional de Blumenau
  • Halissa Odebrecht da Silva Universidade Regional de Blumenau

DOI:

https://doi.org/10.19094/contextus.v12i1.32170

Keywords:

Advertising communication styles. Branding. Adaptation of advertising campaigns. Global marketing strategies. Global brands.

Abstract

The aim of this study is to analyze the communication styles adopted by McDonald’s brand in the North American and Brazilian markets, based on the concepts of Mooij (1998). With qualitative research method, the sample is intentional choice, with the social set consisting of four commercials (two Brazilian and two American) for certain McDonald’s product, resulting in twelve commercials. Through the content analysis technique, the findings showed that the adaptations of communication are similar in both countries. Specifically: a) four Brazilian commercials were classified as direct mode (focused on the individual) and only two Americans are in this mode, contrary to the usual definition about Brazilian people; b) the majority of Brazilian commercials has its verbal communication in the affective type (oriented to the receiver of the message), while the American communication is mostly instrumental (persuasive selling message); c) the possible relationships of similarities or differences regarding the purchasing power did not reveal profound distancies.

Author Biographies

Edson Roberto Scharf, Universidade Regional de Blumenau

Doutor em Engenharia e Gestão do Conhecimento, ênfase em Marketing pela Universidade Federal de Santa Catarina; Docente e Pesquisador do Programa de Pós-Graduação em Administração da FURB – Universidade Regional de Blumenau.

Halissa Odebrecht da Silva, Universidade Regional de Blumenau

Graduada em Comunicação Social pela FURB - Universidade Regional de Blumenau; Especialista em International Marketing (Halmstad University – Suécia).

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Published

2014-01-31

How to Cite

Scharf, E. R., & Odebrecht da Silva, H. (2014). COMMUNICATION STYLES OF GLOBAL BRANDS IN DIFFERENT CULTURAL CONTEXTS: A STUDY OF THE MCDONALD’S BRAND. Contextus - Contemporary Journal of Economics and Management, 12(1), 29–55. https://doi.org/10.19094/contextus.v12i1.32170

Issue

Vol. 12 No. 1: jan/abr 2014

Section

Articles

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