All over the world, American products are being sold through the rapidly growing globalization
process. Everything from laundry detergent to major motion pictures from Hollywood
has their place in countries surrounding the globe. Most of these products are brought to us through rigorous advertising. Whether it’s a can of Coca-Cola or a meal at McDonalds’, chances are those that someone outside America will see an advertisement for these products. It just goes to show you that no matter where you are in the world, the market is dominated by American consumerism.
The overall move toward globalization began in the late 1800s. This time period was when American businesses first began to look for markets outside of the United States. When the 1900’s rolled around, companies such as Ford, Singer, and Gillette had already tapped into foreign markets. This began the process of advertising agencies to follow their clients into the international markets. The 1960s marked the major expansion of international advertising from national corporations and advertising agencies. This was considered a year of decision, the decision to enter the global marketplace. The United States agencies were able to serve multinational clients, but also could compete for corporations working abroad.
Advertising has the ability to reach people on a global level due to the visual language, which allows it to overcome illiteracy and be able to effectively communicate the sales of products. Advertising has the ability to reach even the remotest villages around the world; Bhutan is a prime example. From the documentary “TV in Bhutan,” it is found that this place had been hidden from the world, but since the arrival of television and advertising that goes along with the TV, the nation suddenly has emerged.Bhutan also proves that the television through its advertisements promotes consumerism and the people are driven to perform consumerism. The children go straight to the TV and are flooded with the programs and advertisements that are on the television. However, many people have found that advertising on the global level should express local values or universal themes, but numerous groups and governments have argued this debate. If standardization were in effect, the commercial could be run worldwide and offers the advertiser more control over the specific campaign.
American films are now earning nearly one dollar abroad for every dollar that they make in the domestic market. Hollywood has been breaking new box office records each year, in which it exceeded 8 billion dollars in 2001. The global box offices are expected to grow 34% up to $24 billion by 2008. The United States has the best-developed cinema industry in the world in which they possess 30 percent of the world’s screens. The media in the United States film industry creates around 60 billion dollars to balance the trade in the films. This expansion of the American films throughout the world has created a new communication age and made for a stream technology that is seen around the world.
Globalization happens everywhere, but America clearly has hold of the reigns on the current trends and changes in the advertising and film industries. They have created a marketing mix that continues to work and all of the agencies and industries continue to benefit from the global consumerism. The world has already begun to adapt to the Americanization of products, who knows what will be next, but America has a good future ahead of them in terms of globalization of products and services.