Cultural rhetoric : the adaptation of BMW advertisements
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.
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Bachelor of Arts (B.A.)
College of Arts and Humanities
Arts and Humanities -- Dissertations, Academic;Dissertations, Academic -- Arts and Humanities
Length of Campus-only Access
Honors in the Major Thesis
MacEwen, Kelley, "Cultural rhetoric : the adaptation of BMW advertisements" (2010). HIM 1990-2015. 1023.