Publication details [#7299]


This article aims to explore the policies and strategies used by a multinational company (Unilever plc) to advertise one of its products (Cornetto ice cream) in various cultural settings, namely Europe, Asia and South America. Given that eating habits vary from country to country, the advertising and success of a food product such as ice cream are subject to both cultural and socio-economic constraints, hence the need to take into account the cultural specificity of each context when designing a marketing strategy. The main objective is to explore how the same brand and product have been adapted to suit the domestic needs of each context, or rather, how a balance has been achieved between specific local needs and the company's global aspirations. This paper focuses on the role of culture and ideology in elaborating these adverts, taking into accounts not only discourse features, but also visual elements and semiotic functions.
Source : Based on abstract in journal