It may not be wrong, but is it right? A review of responses to global advertising

Georgia Phillips and Ilan Lechter

The globalization versus localization of advertising debate continues. However, because of the increasing trend for marketers to globalize their ads, the focus of recent papers has become how to best standardize ads, instead of whether to standardize.

It May Not Be Wrong, But Is It Right?

A review of responses to global advertising

Georgia PhillipsAdd+Impact International, Australia

Ilan LechterResearch Services International, Colombia.

INTRODUCTION

The issue of advertising globalization versus localization continues to be widely discussed and debated. Elinder first raised this topic in 1961 when he claimed that advertisers should develop international advertising campaigns because of the increasing similarity in consumers' tastes. Many others have since supported Elinder's stance (Dunn, 1966; Levitt, 1983).

There are also many critics of the globalization approach. This group believes that the differences in cultures, laws, languages, and consumption of...

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