Netherlands, Utrecht (Utrecht City Campus)

Advertising Global Brands: The Fascinating Art of ‘Glocalization’

when 4 August 2014 - 8 August 2014
duration 1 week
credits 1.5 EC
fee EUR 500

Discover the fascinating art of glocalization! Companies want to establish global brands, but know that they need to adapt their global advertisement campaigns for culturally specific consumers. A rhetorical reconstruction of cultural readings of the ads shows that the adaptations can be understood as being necessary to invite a reading that fits within the cultural system. This course is co-taught by Chinese and European teachers!

Course leader

Paul van den Hoven

Target group

This course is a multidisciplinary course on advanced bachelor level. This implies that some preparatory readings are expected from participants on disciplinary fields that they are not familiar with. No specific, in depth knowledge of statistics is required. We hope to attract students from social sciences as well as cultural studies, discourse studies and media studies.

Course aim

1. The student has a basic knowledge of the literature on cross cultural advertising;
2. The student has developed a grounded opinion about 'glocalization' issues in advertisement;
3. The student has a basic knowledge of different methodologies applied in this field as well as their strengths and weaknesses;
4. The student is able to make basic analyses of invited readings of multimodal advertisements.

Fee info

EUR 500: € 500 - Course + course materials + housing
€ 300 - Course + course materials

Register for this course
on course website