ABSTRACT

Advertisement that as a cultural text may be able to influence on the culture of the nation can spread and change some patterns of consumption, hovewer they may fail due to the influence of the social culture that the values ​​can be stabilized. Consumer usage patterns and perceptions of a product may vary from one country to another, so advertisers must adjust their marketing and advertising approaches to different problems that they may face in different markets. This study investigates the relationship between culture and advertising in terms of glocalization/adaptation advertising strategies. In these context we suggest that multinational automobile corporations use glocalization strategies, and express Turkish culture especially in the elements of textual advertising. Therefore we can asume that translated global auto advertising text that published in Turkey more emphasis on lifestyle with the impact of culture, while the global auto ads text underlined technological features. Because the meanings and symbols are designed with the effect of culture, and languages are the most spectacle problems in the glocalization advertising strategies. Although the advertisements have the same visuals in glocal advertising, the texts can be different from country to country. The main objective of this research is to evaluate the automobile commercials that interact with Turkish values to identify the relationship between glocal automobile advertising and culture. The main focus of this study is to analyze of commercial messages in order to figure out differences and similarities of Renault that is the best-selling multinational automobile manufacturer global and glocal advertising text messages. In this study, the automotive sector is examined because according to French philosopher and sociologist Lefebvre, automotive is the symbol of modernism. The findings reveal that Renault that is the best-selling multinational automobile manufacturer advertising texts that published in Turkey reflect the automobile as a lifestyle, while global advertising texts mostly emphasize automotive technologies as well as life style. Glocal advertising theory and practice are also discussed in this study in the context of auto advertising.

Keywords: advertising, culture, language, glocalization, globalization.