ADVERTISING PRODUCERS’ LOCALIZATION OF GLOBAL BRANDS: GLOCALIZATION, STORYTELLING, AND AUDIENCE CONSTRUCTION A Dissertation Submitted to the Temple University Graduate Board In Partial Fulfillment of the Requirements for the Degree DOCTOR OF PHILOSOPHY by Susannah K. McMonagle December 2016 Examining Committee Members: Brooke E. Duffy, Advisory Co-Chair, Cornell University Patrick D. Murphy, Advisory Co-Chair, Media and Communication Fabienne Darling-Wolf, Media and Communication Melissa Aronczyk, External Reader, Rutgers University © Copyright 2016 by Susannah K. McMonagle All Rights Reserved ii ABSTRACT The purpose of this dissertation is to 1) critically explore how contemporary advertisers are operating within a glocal framework to diffuse product information and branding to diverse, distant consumers; and 2) to assess the implications of these processes for consumer-audiences. This project explores what approaches global advertising producers utilize to distribute product information and branding to local audiences, how these processes then impact and shape the creation and diffusion advertising campaigns, and lastly, how do those processes impact the way advertisers imagine and target their audiences. The findings of this study shed light on how advertising producers imagine their work, their role within that work, and the audiences who consume their products. This project uncovers how the processes of global information diffusion impact partnerships between “headquarters” and local offices, the way in which messages are adapted and localized for various audiences, how these messages are extolled around the world, and conversely, what messages, stories, or cultural values might be minimized or lost as a result of this current environment. This project draws upon in-depth interviews with advertising professionals and other global stakeholders, as well as on industry trade reports, press articles, and academic research. Interviews were conducted with global stakeholders at Airbnb, Campbell Soup, and Under Armour. In addition to conducting in-depth interviews as a methodological approach, this dissertation engages with a case study logic as a way of understanding the context within which global advertisers localize global brands. iii Furthermore, employing a multiple-case study approach allowed me to compare and contrast processes and implications between and amongst this trio of brands and various global producers, balancing the intricacies of a single organization with larger themes and trends in industrial production. Themes related to the glocal framework emerged that spoke to the complex processes that global producers must navigate in order to do work on a global scale. These themes, the Global Mindset, which considers how producers conceptualize their role and their work; the Global Story, which explores how producers tell global stories to their consumers (and to themselves); and the Global Consumer, which illuminates the undercarriage of the delicate relationship between producers and consumers; have significant implications because understanding global production processes helps to explain under what context campaigns were conceptualized, how decisions were made, and why certain campaigns are more culturally relevant to local audiences. Beyond this, these findings shed light on the nuances of global brand diffusion pointing to larger trends in glocal advertising, and more broadly, the future of advertising on a global scale. iv DEDICATION This project is dedicated to my husband, Chris, and our beautiful daughter, Molly Rose. Without them, and my faith, I would have lost heart a long time ago. “I can do all things through Christ who strengthens me.” Philippians 4:13 v ACKNOWLEDGEMENTS It takes a village to finish a dissertation project. This dissertation project simply wouldn’t have been possible without all the people who helped me along the way. Even the smallest act of kindness was so very much appreciated in a process that stretched me in ways I didn’t think possible. First, I’d like to thank my advisor, Brooke E. Duffy, for not only imparting her wisdom with me, but for pushing me in ways I didn’t know I could be pushed. I consider it an honor and a privilege to have studied under her, as Brooke is one of the most intelligent people I’ve ever met. And, she balances it all with elegance and grace. I am forever grateful to her for sharing her precious time with me. I’d also like to thank my co-advisor, Patrick D. Murphy, whose words of support and encouragement, at just the right time, allowed me to believe that I would see this project through. His warm personality, thought-provoking conversation, and sound advice not only inspired me to carve out the time I needed to dedicate to this project, but he always seemed to show up in my hour of most dire need. Having Patrick on my team made each step of the process just a little more enjoyable. Thank you to Fabienne Darling-Wolf, the other member of my committee. I learned so much from her in class and through this dissertation process. She continues to inspire me not just through her research, but because she balances her own work and family so beautifully, while giving so much to the doctoral students at Temple. Thank you to Melissa Aronczyk, my external reader - meeting her has been a pleasure, and I am so grateful for her insight, questions, and contributions, making my work a stronger project. I’d also like to thank Nicole McKenna, in the Office of Research and Graduate Studies, for making each hoop that I had to jump through just a little bit less stressful. This brings me to my dear friend, Maxine Gesualdi, who I met the first week of school. When I needed to vent, she was there. When I needed to cry, she was there. When I needed articles from four years ago, she emailed them to me. When I needed advice about how to handle disappointment, she gave me some good suggestions. When I wasn’t sure if I could juggle the demands of family life, working full-time, and finishing my PhD, she assured me I could. To say that Maxine kept my sanity these past five years would be a vast understatement of her incredible support and friendship. I look forward to collaborating with her on many, many projects in the future. Next, to my parents. There are truly not enough words to thank my parents, Henry and Candy Cobb, for believing in me, for never wavering in their steadfast belief that I would earn my doctorate. Not only are they two of the most remarkable people I’ve ever met, vi but their generous spirits, light-hearted nature, and commitment to their faith have played a large role in shaping me into the person I am today. I am so proud to be their daughter. To my family and friends. I have been blessed with an incredible support system. And when you have a baby halfway through writing your dissertation, you rely on your support system in ways previously unseen. To my sisters, Chelsea and Whitney, thanks for the laughs and comic relief. To my ‘in-laws,’ in particular, my mother-in-law, Helen, thank you for caring for my daughter so I could get away to work. To all my friends and family who helped babysit so I could write for a few hours – you’ll never fully understand my humble gratitude. And lastly, to my lovely grandmother, Joan, thank you for spending hours helping me organize my codes – I’d still be on my second draft without your wonderful, tedious, and greatly appreciated help. Lastly, and most importantly, to my husband, Chris. I don’t think I can put into words how much you mean to me. Thank you for encouraging me, thank you for giving me perspective, and thank you for pushing me when I needed it. Thank you for letting me off the hook when other commitments and priorities fell to the back burner so I could focus on my work. Thank you for lightening the mood when I was the most stressed—your perfect half smile still gets me every time. You are my rock, and my life is infinitely better being married to you. By and large, this dissertation project is the hardest thing I’ve ever done. It has taught me so much about myself, about what I value in life, and about what kind of academic I’d like to be. I had to rely on my faith, on my relationship with Jesus, in profound ways, but I am so much stronger for it. This process has taught me that life’s journey is not meant to be traveled alone, and that sometimes you must lean on other people despite your inclination not to. In a “go it alone” culture, I’m reminded that it really does take a village – and that’s a good thing. vii TABLE OF CONTENTS Page ABSTRACT ....................................................................................................................... iii DEDICATION .....................................................................................................................v ACKOWLEDGEMENTS .................................................................................................. vi CHAPTER 1. LAYING THE GROUNDWORK ..................................................................................1 Introduction .............................................................................................................1 Literature Review....................................................................................................5 2. METHODOLOGY ....................................................................................................... 50 3. CONTEXTUALIZING INTERNATIONAL AND GLOBAL ADVERTISING …… 62 The Early Years: Agency Creation and Budding Expansion ...............................