By Johny Johansson
They hate us. they honestly hate us. hundreds of thousands of individuals around the globe have come to despise the U.S.. one of many greatest purposes? American "in-your-face" advertising and marketing, which treats humans in all places as 24x7 shoppers, drives U.S. loose industry materialism on the price of neighborhood traditions and values, and seeks to "McDonald-ize" the whole globe. during this ebook, one of many world's top specialists on worldwide advertising and marketing steps again to work out its actual influence. J.K. Johansson appears to be like at American advertising and marketing from the viewpoint of the non-U.S. customer: because the ahead wedge of a cultural assault by way of an smug, wasteful society of overfed, gas-guzzling, Hummer-driving bullies. alongside the way in which, Johansson considers the Bush administration's "repositioning" of the United States and the post-9/11 cave in of yank recognition from the viewpoint of a pro worldwide marketer. Johansson then deals sensible suggestions for dealers who desire to reach international markets with out changing into "ugly Americans."
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Additional resources for In Your Face: How American Marketing Excess Fuels Anti-Americanism
Example text
As I see it, the anti-marketers are not against the free market as such. Even anti-marketers recognize that making hospitals more responsive to patients can be good. Even they realize that getting new products is beneficial. New media such as the Internet do offer new opportunities. Experiential marketing usually involves more fun and exciting advertising than straight explanations of functional differences among products. There are economic efficiencies to large-scale production that translate to lower prices—and so on.
Life was simpler before. The explanation for the increasing commercialization and incessant advertising anti-marketers complain about is not entirely a matter of bad intent on the part of marketers. They need to make themselves heard. It is easy to deplore the promotion of unhealthy foods and unsafe products, but the noise and the hoopla also involve less controversial products and services, including fundraising for good causes, symphony subscriptions, and the Girl Scouts. It all adds to the clutter—the clutter that in turn forces the advertisers to be even louder and more in your face.
Ibid, p. T-132. 15. The pilot was acquitted of manslaughter, but sentenced to six months in military prison for destroying a videotape shot during the flight. The navigator was dismissed from the Marines after pleading guilty to a similar charge regarding the videotape’s disappearance. Charges were dropped against the two backseat crewmen. Italians were incensed at the judicial outcome. Then-Premier Romano Prodi said it was an “earthshaving flight,” a “terrible act,” and an Italian parliamentary investigative commission concluded the American airmen had acted as criminals.
