Glocalization

The term globalization can be described as the process by which economies, cultures, and societies all come together through a global network centered around communication. Over time the world is becoming much more integrated. One aspect of globalization is a term called glocalization. Glocalization is when global and local ideas are combined and communicated across cultures. There is a sense of locality and globally centeredness to it. For example, the music industry is great at doing this. In every town there are local artists who thrive on where they are from and their music is a direct reflection of the local area. Then, when they get signed to a label, that local music is dispersed across nations everywhere and people all across the world fall in love with a sound that originated from one place. The people of the local town, hear the music as the same way they always have and it still seems the same like the same local tunes they have enjoyed for a long time. A great example of this is Austin local musician, Bob Schneider. His music is Austin native and appeals very much to the likes and ways of the Austin locals. He also still plays many shows in Austin year round more so than anywhere else. However, his music is known globally and has appeared in hot Hollywood movies such as Josh Heartnets 40 Days and 40 Nights.

Ubiquity

I recently came across a powerful and extremely inappropriate advertisement for a cologne for men. The advertisement was a cologne ad by Tom Ford that said, “The first fragrance for men by Tom Ford.” What grabbed my attention so quickly was how the product was placed in between a woman’s legs, and might I add she was naked deeming this ad exceptionally inappropriate. Not to mention, dating back to the documentary about advertising we watched in class and how it portrayed women, the advertisement made women pure sex objects and nothing more. It was as if the ad was telling me that women are for their use and amusement.
I think this ad uses ubiquity because it grabs the consumers attention with strong appeal and it is personal for male use since it is an advertisement for a male cologne. However, it also grabs the women’s attention making her think, “wow all women look like this I need to work out more.” Therefore, it grabs everyone’s attention but is personally placed towards adult males.
It exemplifies this ubiquitous appeal by its graphicness and nudity while singling out that it is specific for men. This is a common characteristic of advertising, although, it is not the most respectable and modest it is one of the most powerful, in my opinion.