Q1) Melting Pot is one of several metaphors used to refer to the United States of America. Watch the following video and explain what does The Great American Melting Pot means according to it? What other metaphors have you heard about the multicultural composition of the U.S.? (Answer in 200 words)
Q2) Several brands and/or products have become transnational. As large product manufacturing companies continue to grow their global reach and objective of bringing their products to consumers in new countries, have led to new strategies that need to be implemented to create a successful selling campaign. Part of it is an adaptation of the publicity in order to appeal to a culturally specific market.
These adaptations required the advertising agencies to take into consideration the intercultural aspect of communication. Some of the aspects that should be taking into account are on-time culture versus some-time culture, uncertainty rejecting versus uncertainty accepting cultures, collective versus individualistic cultures, specific cultural codes, among other things.
You will produce a small essay (250 words) on which you will compare the assigned ads and explore how an intercultural approach to communication influences in the narrative of the two ads. What are the similarities? What are the differences? What social values are privileged in the ads? Can you relate to the ad that is not from your culture?
Instructions for the Small Essay
1. Choose two sets of ads from the list below (i.e. McDonalds and Coca Cola).
2. Talk about the denotative and connotative level of the ads.
3. You will compare and contrast the cultural codes of each ad in relation to the cultural context.
Links are in the second page
Ad#1: Egypt: http://www.youtube.com/watch?v=y9ajRIgTJNA
Ad#1: United: San Francisco: http://www.youtube.com/watch?v=Td-m6va_VTs
Ad#2: United Latin America: http://www.youtube.com/watch?v=xnmo5rPwVKU&feature=share&list=PLqQvvBHonI8gPjIJhTAJHeUqmpJhbuxgu