In class Dr. Strangelove mentioned that very often global advertisements are either toned down or removed all together when they come over to North America an especially the United States.
Here is an example of an advertisement seen in Europe but created uproar once it came to America:
Calvin Klein Jeans Advertisment
What could possibly be the reason for there to be such a difference between the two ads? Some of the risqué advertisements that are removed from American media would seem tame compared to some of the commercials seen on European television. Strangelove also talked about how in European advertisements, exposed breasts are not an uncommon thing. However, if an ad that contained such a thing was submitted for printing in the United States the publisher would have a heart attack.
Some argue that European advertising is more original and artistic than its American counterpart. John Jones from Syracuse University states,
Advertisements in Europe seem to address consumers as intelligent people with minds of their own. There is more entertainment and less hard-selling than in American campaigns.
He also argues that because there are so many brands in the US, companies have to focus their efforts on factual product differentiation rather than emotional connotations that are seen everywhere in European advertising.
In crowded, highly competitive product categories, advertising must be hard-edged and brand-specific. It also tends to be factual rather than emotional.
This is only one of many viewpoints as to why European advertising is so different from North American advertising.
