Here are examples in relation to points in my essay:
Jane Pavitt (2000)
writes ‘McDonalds nurture their relationship with locality… in order to
become neutralised’. Without much alteration to its branding, McDonalds
caters for local cultures via local variations in the menus and advertising.
During the Year of the Monkey in Singapore McDonalds, they advertised four
monkeys. These symbolised luck, fortune, longevity and happiness. This is also
an impressive example of ‘selling a sense of roots’: how a franchise adapts to
reflect local tradition to ensure inclusion within the culture. It could be
argued that although McDonalds presents a sense of roots within its branding,
it's a false sense of roots is another way to capitalize and exploit the
consumer. Shown in Figure 1 McDonald’s’ colour scheme has been adapted in
recent years, with a change in European outlets from the classic red to a new
hunter green. This suggests some clear thinking about the cultural connotations
of colour. In Asia, red symbolises luck, courage and respect. This isn’t
the same in Europe where it represents danger and anger. McDonald’s’ decision
to adopt a more neutral, friendly green across Europe was no mistake.
figure 1
A good example of such cultural attitudes
being reflected in design can be seen in 1960s advertising. Figure 2 Hotpoint
washer and dryer newspaper advertisement perfectly illustrates the attitude in
relation to women of the time. In expressing the opinion that your wife will be
‘happy’ and ‘pretty’ with the right domestic appliances, it can
be seen how the advertising world, with its sexist stereotyping, reflected the
culture of the era.
figure 2
Tetley illustrates how packaging can consider
two cultures and different age groups for the same product (tea), For the
United Kingdom, Figure 3a, its packaging uses a traditional cup of the original
tea with milk, being handed to you by the friendly cartoon farmer. Tea is
engrained in British culture and the imagery here reflects the ritualistic
process of making a cup. Tetley has managed to appeal to a large age range,
which is important as tea is generally liked by people of all ages in the UK. The
packaging probably appeals more to the older generation, with its homely,
inviting feel and suggestion of tea time or chat with a friend.
This contrasts with the American packaging
which has a more conservative look and says ‘classic black tea’, see figure 3b,
using imagery of a glass cup of black tea and leaves on the saucer. The overall
emphasis feels healthy and refined. It is clear, through its packaging, that
Tetley has considered the different cultural values and preferences of the UK
and the US, although exactly the same product is being sold.
figure 3a
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