Cultural rhetoric : the adaptation of BMW advertisements

Abstract

Today's global economy demands that international automobile companies have an awareness and sensitivity to cultural differences. Companies use advertising to promote their goods or services, but how many of them manipulate their international marketing to reflect the needs and concerns of specific cultures? Many people share concerns when it comes to purchasing a car, including the cost and environmental impact of specific models. Cultural values, however, vary distinctly around the globe and have an effect on a person's consideration of a purchase. As one of the world's leading automakers, BMW must address both cultural values and global concerns in order to sell the luxury vehicles they are known for. By analyzing BMWs print, television, and Internet advertisements, I have determined how the company presents their products as potentially fulfilling the customer's needs and addressing German and American cultural values. I evaluated the prominence of common rhetorical features, strategies, and appeals by developing a rubric that can be applied equally across media. This project combines technical communication and German to ultimately conclude in practical applications. My research and conclusion demonstrate that an international company's willingness to include precise design choices reflects cultural values in specific contexts and that these choices can address international problems.

Notes

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Thesis Completion

2010

Semester

Spring

Advisor

Bell, Kathleen

Degree

Bachelor of Arts (B.A.)

College

College of Arts and Humanities

Department

English

Degree Program

English

Subjects

Arts and Humanities -- Dissertations, Academic;Dissertations, Academic -- Arts and Humanities

Format

Print

Identifier

DP0022540

Language

English

Access Status

Open Access

Length of Campus-only Access

None

Document Type

Honors in the Major Thesis

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