It's interesting to watch how campaigns are constructed for specific markets. While communication concepts such as hegemony are certainly in play here, it's also noteworthy to spot the differences between regional campaigns and global initiatives.
This new Kobe Bryant commercial designed for audiences in Mainland China, Taiwan and Hong Kong was clearly not meant for Filipino audiences. Yet somehow, if you cut through the cultural divide, you might feel, while watching it, that we can somehow relate to the material. The premise of the commercial is that kids can dream big, speak up and take charge when they have a basketball in their hands. It's a universal message, even when delivered in different ways. MH
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