Globalization is a term that describes the increasing interconnectedness among nations, cultures and people of the world. Globalization connects with the idea of cultural imperialism in several ways. Cultural imperialism describes how Western cultures use globalization to create consumers out of other cultures and slowly erodes the original culture. There is a significant imbalance of cultural diffusion since Western cultures (specifically American cultures) have far greater influence over the world than any other cultures. For example, little girls around the world have a favorite Disney Princess. From the Euro Disney to the one in Florida to little girls who just see them on TV, cultural imperialism has influenced little girls to become great fans of the princesses. As a result, they wish to consume as many princess related items as possible. First, they buy Cinderella on DVD. Then perhaps they buy the Cinderella costume. Then the Cinderella doll. What is lost is perhaps a local fairytale that they would have been devoted to without the presence of Cinderella.

Advertising

"The Man Your Man Could Smell Like"

Old Spice's ad campaign that centers around "the man your man could smell like" is my favorite ad campaign of 2010. The premise of the commercial is that the perfect man tells the audience that although their boyfriend cannot possess all of his amazing qualities, he can at least smell like the ultimate man. The ultimate man, of course, uses Old Spice body wash.

This is an appeal to sexuality. Or, advertising that specifically targets sexual desires in the consumer. The appeal may aim to excite the consumer sexually or may aim to make the consumer believe they need the product for a more fulfilling sex life. The character is supposed to be the ultimate boyfriend who caters to your every need. He is buff and many men would envy his physique. He is supposed to be a generic romantic partner for the audience to fantasize about. In that way, he supposed to excite (the female) audience sexually. Also, the fact that the communicates that the current body wash most men use is inferior aims to make (the male) audience feel a need for Old Spice to make them more sexually attractive to females. However, it is important to note that the advertisement is so effective in that it is very funny and original in its fast paced scenery changes.