Americanization of Russia: A Study of the Advertising Strategies of Coca-Cola and McDonald's in Russian Videos

Persistent Link:
http://hdl.handle.net/10150/228634
Title:
Americanization of Russia: A Study of the Advertising Strategies of Coca-Cola and McDonald's in Russian Videos
Author:
Smith, Elena
Issue Date:
2012
Publisher:
The University of Arizona.
Rights:
Copyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
Abstract:
In this research, I examine selected commercial videos promoting the American corporations Coca-Cola and McDonald's in the Russian market over the period 2007-2010. Proceeding on the assumption that the selected videos are typical TV commercials utilized by these two companies in the Russian market, my major goal is to determine the ways in which the ads attempt to make the given products appealing to Russian consumers. I found that the video ads of these two corporations revealed a strategy aimed at avoiding negative attitudes against the products (and their potential profits) because of their strong identification with America and everything that America might represent to Russian consumers. This challenge is complicated because a segment of the potential market, principally young people, undoubtedly would not mind an association with American values and would generally respond favorably to American and broad cosmopolitan (foreign, non-Russian) interests. Moreover, creating ads with exclusively Russian themes (for example, from folklore) could potentially reach customers in other segments of the population less enamored of American products. The challenge facing both companies was to make a foreign product acceptable and appealing to a Russian market. The strategies they used to do this are worth examining for the sake of obtaining insights into successful advertising campaigns in Russia in particular and in foreign cultures in general. Analyses will yield conclusions that may be useful to psychologists, linguists, cultural historians and members of other disciplines involved in advertising design and business strategies.
Type:
text; Electronic Thesis
Keywords:
Folklore; McDonald's Company; Russia; Video Advertising; Russian; Americanization; Coca-Cola Company
Degree Name:
M.A.
Degree Level:
masters
Degree Program:
Graduate College; Russian
Degree Grantor:
University of Arizona
Advisor:
Gutsche, George

Full metadata record

DC FieldValue Language
dc.language.isoenen_US
dc.titleAmericanization of Russia: A Study of the Advertising Strategies of Coca-Cola and McDonald's in Russian Videosen_US
dc.creatorSmith, Elenaen_US
dc.contributor.authorSmith, Elenaen_US
dc.date.issued2012-
dc.publisherThe University of Arizona.en_US
dc.rightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.en_US
dc.description.abstractIn this research, I examine selected commercial videos promoting the American corporations Coca-Cola and McDonald's in the Russian market over the period 2007-2010. Proceeding on the assumption that the selected videos are typical TV commercials utilized by these two companies in the Russian market, my major goal is to determine the ways in which the ads attempt to make the given products appealing to Russian consumers. I found that the video ads of these two corporations revealed a strategy aimed at avoiding negative attitudes against the products (and their potential profits) because of their strong identification with America and everything that America might represent to Russian consumers. This challenge is complicated because a segment of the potential market, principally young people, undoubtedly would not mind an association with American values and would generally respond favorably to American and broad cosmopolitan (foreign, non-Russian) interests. Moreover, creating ads with exclusively Russian themes (for example, from folklore) could potentially reach customers in other segments of the population less enamored of American products. The challenge facing both companies was to make a foreign product acceptable and appealing to a Russian market. The strategies they used to do this are worth examining for the sake of obtaining insights into successful advertising campaigns in Russia in particular and in foreign cultures in general. Analyses will yield conclusions that may be useful to psychologists, linguists, cultural historians and members of other disciplines involved in advertising design and business strategies.en_US
dc.typetexten_US
dc.typeElectronic Thesisen_US
dc.subjectFolkloreen_US
dc.subjectMcDonald's Companyen_US
dc.subjectRussiaen_US
dc.subjectVideo Advertisingen_US
dc.subjectRussianen_US
dc.subjectAmericanizationen_US
dc.subjectCoca-Cola Companyen_US
thesis.degree.nameM.A.en_US
thesis.degree.levelmastersen_US
thesis.degree.disciplineGraduate Collegeen_US
thesis.degree.disciplineRussianen_US
thesis.degree.grantorUniversity of Arizonaen_US
dc.contributor.advisorGutsche, Georgeen_US
dc.contributor.committeememberDunkel, Alexen_US
dc.contributor.committeememberLeafgren, Johnen_US
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