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

Detalhes bibliográficos
Autor(a) principal: Scharf, Edson Roberto
Data de Publicação: 2014
Outros Autores: Odebrecht da Silva, Halissa
Tipo de documento: Artigo
Idioma: por
Título da fonte: Contextus (Fortaleza. Online)
Texto Completo: http://periodicos.ufc.br/contextus/article/view/32170
Resumo: 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.
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spelling COMMUNICATION STYLES OF GLOBAL BRANDS IN DIFFERENT CULTURAL CONTEXTS: A STUDY OF THE MCDONALD’S BRANDESTILOS DE COMUNICACIÓN DE MARCAS GLOBALES EN DIFERENTES CONTEXTOS CULTURALES: UN ESTUDIO SOBRE LA MARCA MCDONALD'SESTILOS DE COMUNICAÇÃO DE MARCAS GLOBAIS EM DIFERENTES CONTEXTOS CULTURAIS: UM ESTUDO SOBRE A MARCA MCDONALD’SAdvertising communication styles. Branding. Adaptation of advertising campaigns. Global marketing strategies. Global brands.Estilos de comunicación publicitaria. Branding. Adaptación de campañas publicitarias. Estrategias de marketing global. Marcas globales.Estilos de comunicação publicitária. Branding. Adaptação de campanhas publicitárias. Estratégias de marketing global. Marcas globais.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.El objetivo del estudio es analizar los estilos de comunicación adoptados por la marca McDonald's en los mercados norteamericano y brasileño, con base en los conceptos de Mooij (1998). Con el método de investigación cualitativo, la muestra es de elección intencional, con el conjunto social compuesto por cuatro comerciales (dos brasileños y dos norteamericanos) para determinados productos McDonald's, totalizando doce películas publicitarias. Por medio de la técnica de análisis del contenido, los hallazgos mostraron que las adaptaciones de la comunicación son similares en los dos países. Específicamente se obtuvo: a) cuatro comerciales brasileños fueron clasificados como de modo directo (dirigidos al individuo) y apenas dos norteamericanos se encuadraron en esta modalidad, contrariando la definición usual sobre los brasileños; b) la mayor parte de los comerciales de Brasil tienen su comunicación verbal en el tipo afectivo (orientada al receptor del mensaje), mientras que en los comerciales norteamericanos la mayor parte es instrumental (mensaje persuasivo de venta); c) las relaciones posibles de similitudes o diferencias en función del poder adquisitivo no revelaron distanciamientos profundos.O objetivo do estudo é analisar os estilos de comunicação adotados pela marca McDonald’s nosmercados norte-americano e brasileiro, com base nos conceitos de Mooij (1998). Com método depesquisa qualitativo, a amostra é de escolha intencional, com o conjunto social composto por quatrocomerciais (dois brasileiros e dois norte-americanos) para determinados produto McDonald’s,totalizando doze filmes publicitários. Por meio da técnica de análise do conteúdo, os achadosmostraram que as adaptações da comunicação são semelhantes nos dois países. Especificamente seobteve: a) quatro comerciais brasileiros foram classificados como de modo direto (voltados aoindivíduo) e apenas dois norte-americanos se enquadraram nesta modalidade, contrariando a definiçãousual sobre os brasileiros; b) a maior parte dos comerciais do Brasil tem sua comunicação verbal notipo afetivo (orientada ao receptor da mensagem), enquanto nos comerciais norte-americanos a maiorparte é instrumental (mensagem persuasiva de venda); c) as relações possíveis de similitudes oudiferenças em função do poder de compra não revelaram distanciamentos profundos.FEAAC/UFC2014-01-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://periodicos.ufc.br/contextus/article/view/3217010.19094/contextus.v12i1.32170Contextus - Contemporary Journal of Economics and Management; Vol 12 No 1: jan/abr 2014; 29-55Contextus – Revista Contemporánea de Economía y Gestión; Vol. 12 Núm. 1: jan/abr 2014; 29-55Contextus – Revista Contemporânea de Economia e Gestão; v. 12 n. 1: jan/abr 2014; 29-552178-92581678-2089reponame:Contextus (Fortaleza. Online)instname:Universidade Federal do Ceará (UFC)instacron:UFCporhttp://periodicos.ufc.br/contextus/article/view/32170/72468Copyright (c) 2014 Revista: apenas para a 1a. publicaçãohttps://creativecommons.org/licenses/by-nc/4.0info:eu-repo/semantics/openAccessScharf, Edson RobertoOdebrecht da Silva, Halissa2021-11-22T12:14:06Zoai:periodicos.ufc:article/32170Revistahttp://periodicos.ufc.br/contextusPUBhttp://periodicos.ufc.br/contextus/oairevistacontextus@ufc.br2178-92581678-2089opendoar:2021-11-22T12:14:06Contextus (Fortaleza. Online) - Universidade Federal do Ceará (UFC)false
dc.title.none.fl_str_mv COMMUNICATION STYLES OF GLOBAL BRANDS IN DIFFERENT CULTURAL CONTEXTS: A STUDY OF THE MCDONALD’S BRAND
ESTILOS DE COMUNICACIÓN DE MARCAS GLOBALES EN DIFERENTES CONTEXTOS CULTURALES: UN ESTUDIO SOBRE LA MARCA MCDONALD'S
ESTILOS DE COMUNICAÇÃO DE MARCAS GLOBAIS EM DIFERENTES CONTEXTOS CULTURAIS: UM ESTUDO SOBRE A MARCA MCDONALD’S
title COMMUNICATION STYLES OF GLOBAL BRANDS IN DIFFERENT CULTURAL CONTEXTS: A STUDY OF THE MCDONALD’S BRAND
spellingShingle COMMUNICATION STYLES OF GLOBAL BRANDS IN DIFFERENT CULTURAL CONTEXTS: A STUDY OF THE MCDONALD’S BRAND
Scharf, Edson Roberto
Advertising communication styles. Branding. Adaptation of advertising campaigns. Global marketing strategies. Global brands.
Estilos de comunicación publicitaria. Branding. Adaptación de campañas publicitarias. Estrategias de marketing global. Marcas globales.
Estilos de comunicação publicitária. Branding. Adaptação de campanhas publicitárias. Estratégias de marketing global. Marcas globais.
title_short COMMUNICATION STYLES OF GLOBAL BRANDS IN DIFFERENT CULTURAL CONTEXTS: A STUDY OF THE MCDONALD’S BRAND
title_full COMMUNICATION STYLES OF GLOBAL BRANDS IN DIFFERENT CULTURAL CONTEXTS: A STUDY OF THE MCDONALD’S BRAND
title_fullStr COMMUNICATION STYLES OF GLOBAL BRANDS IN DIFFERENT CULTURAL CONTEXTS: A STUDY OF THE MCDONALD’S BRAND
title_full_unstemmed COMMUNICATION STYLES OF GLOBAL BRANDS IN DIFFERENT CULTURAL CONTEXTS: A STUDY OF THE MCDONALD’S BRAND
title_sort COMMUNICATION STYLES OF GLOBAL BRANDS IN DIFFERENT CULTURAL CONTEXTS: A STUDY OF THE MCDONALD’S BRAND
author Scharf, Edson Roberto
author_facet Scharf, Edson Roberto
Odebrecht da Silva, Halissa
author_role author
author2 Odebrecht da Silva, Halissa
author2_role author
dc.contributor.author.fl_str_mv Scharf, Edson Roberto
Odebrecht da Silva, Halissa
dc.subject.por.fl_str_mv Advertising communication styles. Branding. Adaptation of advertising campaigns. Global marketing strategies. Global brands.
Estilos de comunicación publicitaria. Branding. Adaptación de campañas publicitarias. Estrategias de marketing global. Marcas globales.
Estilos de comunicação publicitária. Branding. Adaptação de campanhas publicitárias. Estratégias de marketing global. Marcas globais.
topic Advertising communication styles. Branding. Adaptation of advertising campaigns. Global marketing strategies. Global brands.
Estilos de comunicación publicitaria. Branding. Adaptación de campañas publicitarias. Estrategias de marketing global. Marcas globales.
Estilos de comunicação publicitária. Branding. Adaptação de campanhas publicitárias. Estratégias de marketing global. Marcas globais.
description 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.
publishDate 2014
dc.date.none.fl_str_mv 2014-01-31
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://periodicos.ufc.br/contextus/article/view/32170
10.19094/contextus.v12i1.32170
url http://periodicos.ufc.br/contextus/article/view/32170
identifier_str_mv 10.19094/contextus.v12i1.32170
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv http://periodicos.ufc.br/contextus/article/view/32170/72468
dc.rights.driver.fl_str_mv Copyright (c) 2014 Revista: apenas para a 1a. publicação
https://creativecommons.org/licenses/by-nc/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2014 Revista: apenas para a 1a. publicação
https://creativecommons.org/licenses/by-nc/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv FEAAC/UFC
publisher.none.fl_str_mv FEAAC/UFC
dc.source.none.fl_str_mv Contextus - Contemporary Journal of Economics and Management; Vol 12 No 1: jan/abr 2014; 29-55
Contextus – Revista Contemporánea de Economía y Gestión; Vol. 12 Núm. 1: jan/abr 2014; 29-55
Contextus – Revista Contemporânea de Economia e Gestão; v. 12 n. 1: jan/abr 2014; 29-55
2178-9258
1678-2089
reponame:Contextus (Fortaleza. Online)
instname:Universidade Federal do Ceará (UFC)
instacron:UFC
instname_str Universidade Federal do Ceará (UFC)
instacron_str UFC
institution UFC
reponame_str Contextus (Fortaleza. Online)
collection Contextus (Fortaleza. Online)
repository.name.fl_str_mv Contextus (Fortaleza. Online) - Universidade Federal do Ceará (UFC)
repository.mail.fl_str_mv revistacontextus@ufc.br
_version_ 1798045751652122624

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