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Author: Textappeal

Venus Love Goddess Shocks French Open

  |   CultureShocks Blog

The News:

Venus Williams, the world’s No.2 women tennis player, has successfully gained attention from all over the world by her appearance at this year’s French Open, not by her tennis playing (even though she won the match), but because of the outfit she was wearing. Williams, who also designs tennis wear, wore an original lacy corset-like dress in the spirit of the Moulin Rouge with flesh-coloured underwear underneath. Gasps of shock were to be heard from the courtside viewers each time her skirt flipped up during play, wondering if she was wearing underwear or not.

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Will Thursday Be The New Friday?

  |   CultureShocks Blog

The News:

To reverse a drop in sales, Fanta has launched a new campaign with a compelling call to action: ‘Grab a Taste of Friday’.

The Coca-cola brand’s first global campaign in 5 years features a countdown to Friday clock on an ad screen in London’s Piccadilly Circus, and a variety of fun, engaging activities for a day that one brand executive calls “the beginning of the most enjoyable, less serious part of the week”.

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Why Did Paris Hilton Drop Her Guard In Brazil?

  |   CultureShocks Blog

The News:

To promote edgy Devassa blond beer (“devassa” means “naughty” in Portuguese), the brand convinced Paris Hilton to be videoed partying non-stop for three weeks in Brazil.

Daily Youtube uploads got an enthusiastic following, and the event was amplified by media coverage of her more unguarded moments.

Devassa went on to produce a sultry TV commercial, with Paris in a short black dress, sensually rubbing a can of Devassa beer on herself, delighting onlookers who watch through her apartment window.

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What Was Tiger Woods Thinking?

  |   CultureShocks Blog

The News:

While “serious” brands such as Accenture and Gatorade dropped Tiger Woods like a hot potato when his extramarital affairs suddenly went public, the more edgy global footwear brand Nike took a calculated risk and stood behind him.

On the back of Tiger Woods’ emotional apology and return to the US Masters green, Nike aired a commercial that directly addresses his behavior and subsequent penitence. In the ad, the golf champion’s late father Earl returns from the dead and asks Tiger what he was thinking – and what he has learned.

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Where Google went wrong with China

  |   CultureShocks Blog

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As this blog demonstrates, global brands sometimes shoot themselves in the foot because they do not take local culture difference and sensitivity into account.

However there is such a thing as being TOO oversensitive.

Google’s strategy in China has been to portray the brand as completely Chinese. This “when in Rome do as Romans do” tactic has now gravely backfired.


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Gestures Speak Louder Than Words

  |   CultureShocks Blog

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The news:

The Polish city of Sosnowiec launched a campaign to encourage tourists from the French cities of Roubaix and Les Meraux, and Morocco’s Casablanca to visit the city. The campaign ran both on and offline and featured two young, attractive models seen to be gesturing in a positive way. The gestures, unlike in Poland where they have positive connotations, are highly offensive and can be considered sexually abusive in the Mediterranean and some Arab countries.


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Inaccurate Cultural Advice Worse Than No Advice At All

  |   CultureShocks Blog

microsoft-poland2

The news:

A company photo published on Microsoft’s website recently caused a scandal after it appears that the company had followed inappropriate cultural advice. On the company’s US website the photograph depicts a scene of an Asian man, black man and white woman of various ages seated around a table. This was supposed to show equality within the company in regard to race and age. For the firm’s Polish website, the image is “photo-shopped”, with a white man’s head placed on the black man’s body. This spurred outrage with bloggers and tweeters around the world. The image was hurriedly removed and Microsoft issued an official apology although they gave no explanation of why the image was edited.


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Citroen Controversy as Company Re-draws Balkan Nations

  |   CultureShocks Blog

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The news:

As part of its promotional material, Citroen published a map which has caused controversy and potentially damaged the brand’s reputation, particularly in Serbia, Bosnia and Montenegro. The map depicts an incorrect division of land and it appears that the borders of Balkan nations that fought wars in the early 1990’s have been re-drawn. Bosnia is merged with Serbia and Croatia, Montenegro is merged into Serbia, and Slovenia has been given a large slice of Croatia. A month after the image was published Bosnia, Croatia and Montenegro sent protest letters to Citroen. Citroen replied with a letter of apology stating that all copies had been destroyed and distribution had been called to a halt.


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