Global advertising for children's products: Are you joking? Cross-cultural research on western and eastern children's memorization of advertising

Eliane Karsaklian
Federal University of Rio Grande Do Sul, Brazil

INTRODUCTION

The opportunities and challenges for international marketers of consumer goods today have never been greater or more diverse. New consumers are springing forth in emerging markets from Eastern Europe, Asian countries and Latin America. While some of these emerging markets have little purchasing power today, they promise to be huge markets in the future. A key theme now and in the future in international marketing management is the globalization of markets, with its impact on a firm's strategies and marketing mix (Cateora, 1996).

The electronic age in which we are now living is characterized by 'digitization of everything' and the marriage of computers, satellites and telephone systems (Mooj, 1991). The powerful forces of technology and communication drive the world toward a converging commonality. Communication technology has given us worldwide television, automated banking and electronic retailing. Global markets for standardized consumer products emerge on a previously unimagined scale of magnitude (Levitt, 1983). With global communications networks, companies have created a global culture of worldwide symbols and images.