Global Media Week 12 Class 1

News Quiz

Multiple Choice

Zohran Mamdani was elected mayor of New York City this week. What is his political affiliation?

• communist

• democratic socialist

• independent

• why does everyone care so much about this mayor?

Multiple Choice

Which state elected its first female governor on Tuesday?

• California

• Delaware

• Illinois

• New Jersey

• Virginia

Multiple Choice

Which state approved the redistricting measure called Proposition 50?

• Oregon

• Maryland

• California

• Vermont

Multiple Choice

Which member of Congress announced she will not seek reelection?

• Rep. Nancy Pelosi

• Rep. Maxine Waters

• Rep. Marjorie Taylor Greene

• Sen. Lisa Murkowski

Multiple Choice

Former Vice President Dick Cheney died this week at age 84. Under which president did he serve?

• Ronald Reagan

• George W. Bush

• Bill Clinton

• Jimmy Carter

Multiple Choice

The government shutdown is now the longest in American history, having completed its 35th full day on Wednesday at midnight. During whose presidency was the second-longest shutdown?

• Ronald Reagan

• George H.W. Bush

• Bill Clinton

• Barack Obama

• Donald Trump

Multiple Choice

On Tuesday, a cargo plane for what shipping service crashed, killing at least 12 people?

• DHL

• FedEx

• UPS

• USPS

Multiple Choice

Canada is about to lose its place among the nations that have eliminated which vaccine-preventable disease?

• Malaria

• Measles

• Mumps

• Polio

Multiple Choice

Japan has deployed its military to counter a surge in what?

• graffiti

• protests by the radical left

• bear attacks

• immigration

Multiple Choice

The FAA plans to reduce air traffic at 40 major airports by what percentage if the shutdown continues?

• 40%

• 5%

• 1000%

• 10%

Multiple Choice

Which of the following is a key aspect of consumer culture shaped by global advertising?

• Personal values and identity

• Weather patterns

• Geographical borders

• Natural resources

Multiple Choice

Which of the following is NOT a key aspect of global advertising as described in the lesson?

• Consistent branding and messaging

• Balancing global appeal with local relevance

• Shaping consumer culture and identity

• Focusing solely on local markets

Multiple Choice

What made Coca-Cola’s “Share a Coke” campaign stand out globally?

• It introduced a new Coke flavor

• It personalized bottles with people’s names

• It featured only celebrities

• It focused on recycling bottles

Multiple Choice

How did “Share a Coke” connect consumer identity to global branding?

• By showing the same ad worldwide without changes

• By linking personal names to emotions of belonging and friendship

• By removing all local languages

• By focusing only on U.S. consumers

Multiple Choice

Which concept best describes how “Share a Coke” was adapted to local markets using regional names and languages?

• Globalization

• Cultural imperialism

• Glocalization

• Homogenization

Poll

When you see your name or a friend’s name on a Coke bottle, how do you feel?

• More likely to buy it for fun

• No different than any other Coke

• More connected to the brand

• It feels too personal or manipulative

Poll

Does “Share a Coke” represent emotional connection or consumer manipulation to you?

• Genuine connection across cultures

• Smart marketing that plays on emotion

• Manipulative consumerism

• A mix of both or all

Multiple Select

Which strategies are essential for effective global advertising according to the lesson?

• Establish unified brand identity

• Integrate local relevance

• Leverage diverse media channels

• Ignore local market trends

Fill in the Blanks

Consumer Culture

We just defined consumer culture as how products become part of who we are — shaping our identity, values, and even our emotions. Let’s look at this short clip about Starbucks’ new limited-edition teddy-bear cup and see how this plays out in real life.

Follow Up - Discussion

What’s really being sold here — a cup, or the feeling attached to owning it?

Multiple Choice

What best explains the frenzy over Starbucks’ bear-shaped cup?

• It has a unique taste when used

• It’s a symbol of belonging and exclusivity

• People need it for practical use

• It was given away for free

Multiple Choice

Why were some customers willing to pay hundreds of dollars for a $30 cup?

• The cup had a built-in feature unavailable elsewhere

• It reflected scarcity and status in consumer culture

• Starbucks required it for store discounts

• It came with a lifetime coffee supply

Multiple Choice

Which concept does this video illustrate most clearly?

• Cultural imperialism

• Glocalization

• Emotional marketing

• Economic globalization

Poll

Would you ever line up or pay extra for a limited-edition product?

• Yes — I like being part of the excitement

• Maybe, if it felt meaningful

• No — it’s just a product

• Depends on the brand

Poll

What do you think drives this type of consumer behavior the most?

• Genuine love of the product

• Social media influence and FOMO

• Desire for exclusivity and status

• Emotional attachment to the brand

Multiple Choice

Which of the following emotions is most commonly targeted by global advertising campaigns to create brand connection?

• Belonging

• Fear

• Anger

• Confusion

Dove Choose Beautiful Campaign

We just explored how global ads sell emotions instead of just products. This next campaign takes that idea to another level — Dove isn’t just selling soap. It’s selling self-image. Let’s watch this short video and think about what emotion or identity Dove wants us to connect with the brand.

Follow-Up Discussion

How does Dove use emotion to connect to consumers — and what are they really asking women to “buy into”?

Multiple Choice

What was the key concept behind Dove’s “Choose Beautiful” campaign?

• Encouraging women to buy Dove products through discounts

• Empowering women to redefine how they see their own beauty

• Showing professional models using Dove

• Criticizing unrealistic beauty standards in other brands

Multiple Choice

How did Dove connect emotion and consumption in this ad?

• By linking beauty to self-confidence rather than a physical product

• By showcasing all their available skincare products

• By focusing on product ingredients and price

• By comparing Dove to other beauty brands

Multiple Choice

Why did Dove film this campaign in multiple countries like Shanghai, London, and São Paulo?

• To show that beauty standards and self-esteem are universal issues

• To compare which city had more Dove customers

• To advertise regional Dove factories

• To highlight cultural differences in buying habits

Poll

Do you think Dove’s “Choose Beautiful” campaign was authentic empowerment or emotional marketing?

• Authentic empowerment that builds confidence

• Clever emotional marketing strategy

• A mix of both

• Neither — just another ad

Poll

Would you say this campaign changed your perception of Dove as a brand?

• Yes — it made the brand feel more positive and human

• Somewhat — but I know it’s still marketing

• No — I see it as just another ad

• I’ve never thought about Dove differently

Emotional Branding and Shared Values

Emotional branding is when a company connects its product to feelings, values, or beliefs rather than just product features.
Instead of saying ‘Buy this soap, it’s moisturizing,’ Dove says ‘Choose to feel beautiful.’ The product becomes part of an emotional experience.

Emotional Branding and Shared Values

Emotional branding works because it appeals to values we already care about — like self-confidence, belonging, or empowerment.
When a brand mirrors our beliefs back to us, we begin to trust it. It feels like the company “gets” us or represents what we stand for.

Emotional Branding and Shared Values

Dove uses the shared value of self-acceptance. The campaign doesn’t tell women to buy soap; it tells them they deserve to feel beautiful.
That emotional alignment builds brand loyalty because consumers associate Dove with authenticity and care — even though the message still serves a commercial purpose.

Emotional Branding and Shared Values

If emotional branding is about trust and shared values, where’s the line between authentic connection and strategic manipulation? Can a company genuinely care about empowerment and still be selling something?

Multiple Choice

Which of the following best describes the concept of glocalization as presented in the lesson?

• Maintaining a strictly global brand identity without local adaptation

• Adapting products and messaging to local cultures while maintaining a global brand identity

• Focusing only on local markets and ignoring global trends

• Changing brand identity completely for each market

Multiple Choice

Which of the following are examples of glocalization in practice?

• McDonald's India offering vegetarian options

• Nike featuring local athletes in regional campaigns

• KFC celebrating Lunar New Year in China

• All of the above

Multiple Choice

What global message does Nike maintain in The Great Chase ad?

• Competition and winning are the only goals

• Determination and joy through movement

• Traditional sports are more valuable than play

• Fashion and status over performance

Multiple Choice

What tradition is the ad centered around?

• The Dragon Dance competition

• Gift exchange at weddings

• Red envelope (hongbao) giving for Lunar New Year

• Preparing family feasts

Multiple Choice

How does this ad represent glocalization?

• It replaces all local culture with Western imagery

• It uses a Chinese setting but keeps Nike’s global brand message

• It ignores Nike’s global slogan

• It only advertises traditional Chinese clothing

Poll

How did the ad make you feel about Nike as a global brand?

• More relatable and culturally aware

• Clever marketing, but still just advertising

• I didn’t notice much difference

• It felt forced or inauthentic

Poll

What do you think is the main emotion Nike wanted viewers to feel?

• Guilt for not celebrating Lunar New Year

• Joy and energy tied to family and play

• Nostalgia for old traditions

• Pride in owning Nike products

Cultural Adaptation

Nike keeps its global Just Do It message — about effort, movement, and drive — but reinterprets it through Chinese cultural traditions.

Cultural Adaptation

Local tradition: The ad centers on red envelopes (hongbao), a Chinese New Year custom where elders give money to younger relatives. The playful chase between the aunt and niece transforms this familiar ritual into a humorous game of pursuit.

Cultural Adaptation

• Global message: Movement, sport, and perseverance — the core of Nike’s global brand — are reframed as part of a festive, family-oriented story.

• Cultural design cues: Red color palette (symbolizing luck and prosperity), Lunar New Year decorations, and family gatherings root the ad in Chinese context.

Cultural Adaptation

• Outcome: Nike shows cultural respect and connection without losing its global identity.

• This is glocalization at work: Nike doesn’t just translate an English slogan — it translates values. The brand becomes emotionally relevant to Chinese audiences while still being unmistakably Nike.

Cultural Adaptation

Nike’s The Great Chase shows that glocalization isn’t about making every ad identical. It’s about making a global message feel local — so that audiences everywhere see themselves in the brand’s story.

Multiple Choice

What is the main message of Nike’s “You Can’t Stop Us” campaign?

• Success only comes to professional athletes

• Sports unite people across differences

• Winning is more important than teamwork

• Only elite players represent true strength

Multiple Choice

How does this ad reflect global advertising?

• It shows local games in one region

• It combines athletes and imagery from around the world

• It focuses only on American sports

• It uses humor instead of emotion

Multiple Choice

Which emotion does Nike primarily use to connect with its audience in this ad?

• Fear and competition

• Nostalgia and sadness

• Inspiration and resilience

• Surprise and humor

Poll

What do you think the phrase “You Can’t Stop Us” refers to most?

• The athletes in the video

• The Nike brand itself

• The human spirit and collective perseverance

• A specific sports team

The phrase "You Can't Stop Us" operates on multiple levels:

• Athletic level: It speaks to perseverance — athletes refusing to give up despite challenges or setbacks.

• Brand level: It reflects Nike’s identity as unstoppable — a brand built on innovation, motion, and momentum.

• Human level: It connects to a universal message of resilience, unity, and collective strength, especially powerful in a global context (the ad was released during the pandemic).

"You Can't Stop Us"

Nike intentionally blurs these meanings so the viewer feels included in the “us.” Whether you’re an athlete, fan, or everyday person, you’re part of that unstoppable energy.

Key takeaway: The “us” creates an emotional sense of belonging — a hallmark of effective global advertising.

Poll

Does Nike’s focus on inclusion and resilience feel authentic or like strategic branding?

• Authentic — it matches the brand’s long-term message

• Strategic — it uses activism to sell products

• A mix of both

• Neither — it doesn’t connect emotionally

Key Takeaway

Emotional storytelling builds trust and loyalty, but it’s also a calculated brand strategy. Nike succeeds because it blurs the line between genuine inspiration and smart global marketing.

Multiple Select

What are two key strategies used by Coca-Cola's 'Open Happiness' campaign to adapt its message for different cultural contexts?

• Universal theme of joy and connection

• Integration of local festivals and traditions

• Consistent brand colors

• Focus on athletic perseverance

Multiple Choice

Why did the 1995 “Holidays Are Coming” ad resonate so strongly with global audiences?

• It featured a new product launch

• It used universal symbols of family, light, and celebration

• It focused on Coca-Cola’s ingredients

• It relied on celebrity endorsements

Poll

When you watch the 1995 ad today, what emotion stands out most?

• Joy and Nostalgia

• Disappointment
• Confusion
• Indifference

Advertising as Tradition

• Coca-Cola blurred the line between brand and cultural ritual.

• The ad didn’t just reflect holiday joy — it created it for consumers.

• Emotional branding transforms consumption into a shared cultural experience.

Multiple Choice

What might Coca-Cola be trying to achieve by remaking its 1995 holiday ad with AI?

• Reconnect with nostalgia while appearing modern and innovative

• Completely replace human creativity in advertising

• Save money by avoiding traditional filming

• Distance itself from its original brand image

Poll

What was your immediate reaction to the AI remake?

• It felt nostalgic and creative

• It felt different — I’m not sure how

• It felt off or less emotional

• I didn’t feel much of anything

Multiple Choice

What was one of the main viewer reactions discussed in the segment?

• People found the AI version uplifting and emotional

• Many thought it was “creepy” or lacked holiday spirit

• Audiences didn’t notice it was AI-generated

• Fans said it was better than the original

Multiple Choice

What business reason did experts give for companies experimenting with AI ads?

• To reduce costs and create more content efficiently

• To win creative awards

• To replace all marketing teams

• To test new animation software

Multiple Choice

According to the segment, what effect did the AI ad have on Coca-Cola’s brand image?

• It boosted trust among long-time fans

• It confused viewers about what Coca-Cola stands for

• It “fell flat” emotionally with consumers

• It made the company appear more family-oriented

Multiple Choice

How does this story reflect a larger challenge for global advertisers?

• Balancing innovation with the emotional authenticity audiences expect

• Re-using classic campaigns without seeming repetitive or forced

• Appealing to global nostalgia while using new technology responsibly

• Both A and C

Poll

What part of the Today Show segment stood out to you the most?

• The viewer backlash

• The expert commentary on AI efficiency

• The comparison to other brands using AI

• Something else entirely

Poll

Do you think using AI makes a brand seem more modern or less authentic?

• More modern

• Less authentic

• Both

• Neither / depends on how it’s used

Multiple Choice

What insight about consumer culture does this controversy highlight?

• People care more about efficiency than emotion

• Consumers value emotional authenticity as part of brand trust

• Viewers ignore how ads are made

• Nostalgia no longer matters in marketing

Poll

After seeing both Coca-Cola ads (1995, AI remake) and the Today Show critique), what lesson stands out most to you?

• Emotional branding still depends on humanity

• AI will change how we define creativity

• Nostalgia is powerful but hard to reproduce

• All of the above

Fill in the Blanks

Multiple Choice

What product feature is being highlighted in “Saving Simon”?

• Camera quality and cinematic storytelling

• Battery life for long video shoots

• Siri voice commands

• New iPhone color options

Multiple Choice

How does Apple connect emotion to technology in this ad?

• By showing technology as cold and distant

• By positioning the iPhone as a tool for capturing human moments

• By focusing on product specifications and price

• By showing the iPhone being used for work meetings

Multiple Choice

Why is the ad’s “Shot on iPhone” message significant?

• It authenticates that everyday people can create cinematic stories

• It means Apple outsourced filming to another brand

• It suggests the ad was animated

• It highlights Apple’s affordability

Poll

What feeling did the ad leave you with?

• Warm and nostalgic

• Inspired by creativity

• Indifferent — just another ad

• Unsure — not what I expected from Apple

Multiple Choice

What storytelling technique helps make this ad universal across cultures?

• Humor and dialogue

• Silence and visual emotion

• Celebrity cameos

• Text-based narration

Multiple Choice

How does “Saving Simon” reflect Apple’s global brand identity?

• It emphasizes simplicity, emotion, and creativity

• It shifts focus to corporate power and dominance

• It rejects emotion in favor of logic

• It promotes competition between users

Poll

How does Apple’s approach here differ from Coca-Cola’s AI remake?

• Apple focuses on human emotion; Coca-Cola focuses on digital replication

• Both rely entirely on nostalgia

• Apple avoids showing products altogether

• Coca-Cola’s feels more authentic

Multiple Choice

Which of the following is NOT a common assumption made in global advertising about the 'global consumer'?

• Economic privilege

• Western values

• Rural lifestyles

• Youth orientation

A Day in the Life of a Global Consumer

Think about your day from the moment you wake up to when you go to bed. How many of your choices — from what you eat, wear, watch, or post — are shaped by global brands, marketing, or cultural trends?

Let’s reflect on how global advertising influences our routines, values, and sense of identity.

Poll

What’s the first global brand you interact with when you wake up?

• A tech brand (Apple, Samsung, etc.)

• A food or drink brand (Starbucks, Dunkin’, etc.)

• A clothing brand (Nike, Adidas, etc.)

• Something else

A Day in the Life of a Global Consumer

Why do you think that brand became part of your morning routine — convenience, habit, or emotional connection?

Poll

How often do you make a purchase (online or offline) influenced by something you saw on social media?

• Frequently

• Sometimes

• Rarely

• Never

A Day in the Life of a Global Consumer

Think about emotional branding — do you buy because you need something, or because you connect with the story around it?

Poll

If you had to remove one global brand from your daily life, which would affect you the most?

• My phone brand

• My favorite food/drink brand

• My favorite clothing or fashion brand

• My favorite entertainment/streaming brand

Multiple Select

According to the key takeaways, which of the following are important considerations for analyzing global advertising?

• Consumer culture is global

• Glocalization balances global and local

• Theory helps us analyze power

• You have agency

Multiple Choice

What concept best explains why global brands feel familiar even across cultures?

• Glocalization

• Localization

• Product placement

• Exclusivity

Multiple Choice

How do brands influence consumer culture across different countries?

• By shaping values and identities

• By controlling government policies

• By limiting access to products

• By enforcing cultural traditions