Global Advertising
By Hannah and Sian
What is Global
Advertising?
Global Advertising is on a
worldwide scale, whereby
companies take commercial
advantage of global media as a
concept as well as be aware of the
arguments for and against it.
Will some campaigns just
work in the UK?
Using certain celebrities such as Cheryl Cole for L'Oreal would only be
appealing for consumers in the UK because she is not very well
known outside of it. Another example is Jamie Oliver advertising
Sainsbury’s, again he is only known in the UK. Therefore using
celebrities such as this would only interest consumers in the UK.
So when it comes to Global Advertising the company has got to be
very careful which celebrity they choose to promote their product.
A company could use a campaign similar to L'Oreal as they have
used 3 very well known celebrities in their own countries Cheryl
Cole, Eva Longoria Parker and Frieda Pinto etc.
Why is L'Oreal’s campaigns so successful?
Because they use a variety of models they don’t just have
one face for their company, this makes their products
more well known and successful. Also as L’Oreal have
used such a variety of faces for their campaign every
consumer is bound to know a few if not all.
Faces of L’Oreal
Advertising Techniques
1) Celebrity Endorsement - A popular technique used by many different
advertising campaigns today. “People want to be like celebrities, so they buy
the product”. E.g Cheryl Cole in L'Oreal adverts. Also if people think ‘wow she
uses that hairspray I must use it too’.
2) Nurture- This technique will play on people emotions, persuading them into
buying the product. E.g. Andrex being a cute puppy.
3) Intelligence- Makes people think twice about the advert.
4) Peer approval- Many adverts use this technique to advertise their
products, persuading people to buy it as it convinces them they will
become popular. For example:
 “Not buying this product will lead to you having no friends”
 E.g. McCoy's Crisps
5) Escape This advertising techniques convinces people that if they buy this product
it will help you escape to another world, time and place.
 E.g Herbal essences
KFC
KFC FACTS:

KFC was founded in the 1930’s by
Colonel Harland Saunders.

Introduced in Britain in 1965

First quick-service restaurant in the
UK

Each year KFC uses some 202
million pounds of breading flour in
its famous coating. If all this flour
was loaded into 25 pound bags it
would take 3,667 articulated lorries
to transport it all at once!
KFC adverts never appear to
use celebrity endorsement.
Most of their adverts consists
of people being some where
social eating a KFC.
FACT! KFC uses the colour
red because research
shows that the colour red
makes you feel hungry! This
is also true for McDonalds,
Burger King and Pizza Hut
which are the main fast
food companies.
Our YRI Global Franchise Partnering System
“Global Franchise Partnering is our way of engaging, training and supporting our
franchisees to ensure the best possible match of franchisee, market and brand.
It helps us to help you to achieve and maintain restaurant excellence, facilitate
effective communication, provide evaluation and feedback, share best practices
and develop a recognition culture”.
One of KFC's latest advertisements is a commercial advertising its
"wicked crunch box meal". The commercial features a fictional
black metal band called "Hellvetica" performing live, the lead
singer then swallows fire. The commercial then shows the lead
singer at a KFC eating the "wicked crunch box meal" and saying
"Oh man that is hot“.
KFC burger advertisement banned!
KFC gets through 700 million chickens a year worldwide
A TV advert for fast food chain KFC has been banned for misleading people about the size of a burger.
The Advertising Standards Authority (ASA) upheld five complaints that the chicken fillet was larger in the TV
commercial than in real-life. It found the advertised bun was thicker than those it bought in a London
outlet and that there was "more filling and the lettuce was a different type". KFC said the advert burgers
were within the "standard range of dimensions". It suggested the women in the advert may have had
small hands - thus making the burger appear bigger - and that the name of the burger indicated it was
smaller than other burgers.
Size and presentation
In the advert in question, a group of people are eating KFC's Mini Fillet chicken burgers at a railway station.
"Advertisers are permitted to present their products in a favourable light but not in a way likely to mislead
viewers," said the ASA. "Even though the product was called a mini chicken fillet burger, we do not think
this was sufficient to alert consumers to the fact the product was smaller than appeared in the
advertisement." KFC is owned by US fast-food conglomerate Yum Brands, which also owns Pizza Hut and
Taco Bell.
BBC NEWS 30th March 2005
In 2010, an advertisement was shown in Australia showing an Australian cricket fan giving West
Indies fans KFC chicken to keep them quiet. The ad sparked a debate over racism in the ad,
suggesting that all black people eat fried chicken. Fried chicken was eaten by black slaves
because it was cheap and easy to make. Though KFC stated that it was "misinterpreted by a
segment of people in the US“, the ad was later pulled from TV. However, several Australian
commentators have expressed the opinion that the ad is not racist, because this is not a racial
stereotype in Australia and the cricket fans in the ad are not African American, but West Indies
cricket supporters (the West Indies cricket team was playing a Test cricket series against the
Australian cricket team at the time of the ad).
KFC – World Hunger Relief
campaign (Nurture)
 Here this advert is aimed
at us to feel sorry for these
children so we donate
money to them. This is an
excellent example of the
advertising technique
‘nurture’.
Andrex
Andrex Facts:
• Andrex® toilet roll was first launched in
1942
•Andrex® is the nation's favourite brand of
toilet tissue – a position it has held for over
40 years
•Since the first puppy advert in 1972, there
have been over 130 ads starring the
Andrex® Puppy
•1 in 10 households own an Andrex®
cuddly toy
•Andrex® is ranked 8th in the Grocer's 100
Biggest British Brands
•Andrex® is ranked 25th in the
Superbrands top 500 Superbrands

Kimberly-Clark and its well-known global brands are an
indispensable part of life for people in more than 150
countries. Every day, 1.3 billion people--nearly a quarter
of the world's population--trust Kimberly Clark's brands
and the solutions they provide to enhance their health,
hygiene and well being. With brands such as Kleenex®,
Andrex®, Scottex®, Huggies®, Pull-Ups®, Kotex® and
Depend®* Kimberly-Clark holds the No.1 or No.2 share
position in many countries.
Andrex is another example of the
advertising technique nurture. The ‘cute’
puppies are a really good method of
persuading someone to buy this product.
Rimmel
 Rimmel is a company based in London which
produces make up. Rimmel is also available to
many different countries world wide.
 The current face of rimmel is Kate Moss,
alongside Lilly Cole, Sophie Ellis Bextor and Ayumi
Hamasaki.
 This is what we call Celebrity Endorsement as it
persuades its audience to buy their products. This
is because people aspire to be like celebrities.
 It was announced in October 2009 Georgia May
Jagger and Canadian supermodel Coco Rocha
were set to join to the line up of Rimmel London
spokeswomen. Within days of Rocha's first
campaign release, Rimmel announced that they
had signed Zooey Deschanel, Solange Knowles
and Alejandra Ramos Munoz would help the
brand launch into the global marketplace.
Kate Moss – Cocaine
scandal
 Back in September 2005, the press published
photos of the model Kate Moss taking
cocaine. Many advertising campaigns such
as H&M, Channel and Burberry stopped
using Kate Moss all together to attempt to
save their reputation from being damaged
 Senior figures at Rimmel, were said to be
deeply concerned about the example the
model was setting.
 Not long afterwards, Kate Moss apologized
for her cocaine scandal, admitting she had
let her family and friends down
 To this date, Rimmel is still using Kate Moss as
he has now re gained her reputation,
making it less of a risk for Rimmel using Kate
Moss to promote their products.
Adidas
 Adidas is a major German based
sports clothing and consumer
goods manufacturer. Adidas is
available worldwide and used
celebrities to promote its products
 Celebrities such as David Beckham
are used. This is because David
Beckham is recognized world wide
and attracts a large target market.
This will benefit Adidas as this will
increase their sales and improve
their reputation all over the globe
“Meet my Street” campaign
 Adidas originals has released another campaign,
featuring many celebrities such as David
Beckham, snoop dog, Noel Gallagher and
,many more. The world of music, fashion and
sport come together for an energetic
celebration in the video, “street where originality
Lives”
 This campaign will attract a huge range
audience from different ages, gender and social
economic groups.
 http://www.youtube.com/watch?v=yNOA3Veod
8s&feature=player_embedded