General information
Which three countries are represented in the international video meeting?
The USA, China, and the UK
How is advertising typically perceived in the United States?
Bold, fast-paced, entertaining, and influential
What cultural values are emphasized in Chinese advertising?
Family values, harmony, unity, and tradition
What type of humor is often used in British advertising?
Dry or subtle humor
What value is central to many U.S. advertisements?
Individual success
What product is the global advertising campaign about?
A smartphone
Which cultural value is most commonly shown in U.S. advertising?
Individualism or personal success
What is the Chinese word that describes the importance of personal connections in business and advertising?
Guanxi
What kind of emotional advertising do British consumers usually dislike?
Overly dramatic or manipulative emotional ads
Which two cultural themes are most important in Chinese advertising?
Family and tradition
What are the four areas each speaker was asked to talk about during the meeting?
1. advertising perception
2. cultural values
3. legal regulations
4. advertising examples
What two global ad campaigns are used as examples of successful U.S. messaging?
“Think Different” (Apple) and “Just Do It” (Nike)
During which festival are emotional, family-oriented ads especially popular in China?
Lunar New Year
Which brand is well-known for its heartwarming Christmas ads in the UK?
John Lewis
What two characteristics do British ads often focus on instead of direct selling?
Sincerity and creativity
Who speaks first after the project manager?
Alex from the USA
Which organization regulates advertising in the U.S.?
The Federal Trade Commission (FTC)
Which fast-food chain succeeded in China by adapting its ads to local culture?
KFC
Which organization regulates advertising standards in the UK?
Advertising Standards Authority (ASA)
Compared to the U.S., which region has stricter advertising regulations?
Europe
What is the purpose of the video meeting for the advertising agency?
To understand how to adapt the smartphone ad campaign to different cultures
Why do some global campaigns fail with U.S. audiences?
They are too sentimental or focus too much on the group rather than the individual
Which luxury brand failed in China due to culturally offensive advertising?
Dolce & Gabbana
Which chocolate brand failed in the UK with a glossy, American-style ad?
Cadbury
What did the moderator say is the biggest factor shaping how ads are created across countries?
Cultural values