Chinese Detergent Ad Leads to Global Media Outcry
After reading this critical incident, students should be able to:
1. Examine an international ad in terms of its values and attitudes
2. Explain how the appeal of an ad can have racial implications and connotations
3. Analyze issues associated with cultural beliefs and attitudes reflected in advertising in a global vs. local setting
4. Recommend actions that need to be made when a company becomes involved in a global media storm
The critical incident is most appropriate for courses in international marketing, international advertising and promotion, consumer behavior, marketing management, and marketing ethics.