From Keiichi Hashimoto




These two are TV advertisements of Mastercard. The above is made for U.S.A market. And the bottom one is for Japanese Market. As these two ads show, they are good exmaple that one client uses the same theme and key phrase in the different country. I think this is very interesting because usually tastes of advertisements should be different from country to country to be fit for their own culture. So we can see that the main theme and key phrase used in these ads, ‘priceless’, is very strong as the catch copy. 



2 Responses

  1. i really like the Mastercard commercials and I think there is a very strong association between Mastercard and the term “priceless”. However, i was interested to see that the same campaign is used in other cultures like Japan and I am curious about whether they have the same level of success or have the same meaning in other cultures as they do in the U.S. I also wonder if the translation of the word “priceless” has the same meaning in the Japanese language as it does in the English language, since I’ve heard of many international advertising campaigns where the essence of the ad is lost in translation.

  2. Keiichi’s choice of ads and her explanation of their differences interested me because it raises a topic we haven’t thoroughly discussed in class: international ad campaigns. The obvious differences such as language and the ethnicity of actors indicate a different intended audience, but what about more subtle choices in the ads such as the use of a star and scene settings? Could it be that tastes in advertisements don’t differ from country to country because, as they are intended to, ads tap into human emotions? With just the executions being different, the transitivity of the ad campaign suggests that values are heterogeneous whereas underlying emotions are similar across the world.

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