Международный научно-образовательный электронный журнал «образование и наука в XXI веке». Выпуск №25 (том 2)

Mediascape
defines mechanical and electronic mass media and the images that they 
produce.
Ideoscape 
refers to political aspects and represent partisan positions in struggles over 
power and allocation of resources in a political state
[2]. 
Globalization and advertising 
 
Nowadays, technologies are carrying global culture over the world. By the improving 
communication technologies today, any kind of information can be easily reached to
number of masses making the world smaller, and the closeness of values of world 
people gains momentum with globalization. Globalization of culture is not the same as 
its homogenization, but globalization involves the use of a variety of instruments of 
homogenization (TV channels, advertising techniques, language hegemonies, clothing 
styles and the like), which are absorbed into local political and cultural economies. 
Modern age added to globalization of values such as culture, identity and production. 
Theodore Levitt supporter of standardization explains that “
standardization relies on 
a strong belief in the universality of fundamental needs and the assumption that 
advertising purposes are universal, and, so, advertising can be similar everywhere
and
the world is becoming a common market place in which people – no matter where 
they live- desire the same products and lifestyles”. 
Levitt’s thought was that 
“
standardization allows a firm to compete on the basis of appropriate value-the best 
combinations of price, quality, reliability, and delivery for products that are globally 

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identical with respect to design, function, and even fashion”.
DeMooij raises the idea 
that “
products have to be adapted to particular markets in terms of design or use since 
not all brands can be easily turned into global brands and standardized communication 
very often is not possible and communication strategies and/or execution have to be 
adapted to the cultural environment”
. Another view of Pelsmacker says that products 
and services find themselves at different stages of the product life-cycle in different 
countries. It is impossible to use a global approach, since the information needed will 
differ depending on which stage of the life-cycle the product is in. He offers, the best 
way to approach international markets is to choose for a ‘
global commitment to a local 
vision’
, or in other words to ‘
think global, but act local’
[3]. In those days, the 
integration between advertising and society in both ways is active. The question is 
whether advertising reflects the society or the society is a reflection of advertising? 
 
Goldman, called ads as ‘cultural displays’, he supports the opinion that figurative 
social inferences are attached to advertisements[4]. “
Every ad works with meaning 
systems that have been abstracted from context and then reframed in terms of the 
assumptions and interpretive rules of the advertising framework
” as Goldman pointed. 
Cultural diversities of the ad itself, elaborate style and look, foxy “quotations from 
popular culture and art”, brief narratives, tricky gags besides the proposition to sell, 
are marks of latter advertisements. 
Strinati explains:
“Once upon a time advertisements 
were supposed to be about telling us how good, useful and essential a product was. 
Now they say less about the product directly, and are more concerned with sending up 
or parodying advertising itself by citing other ads and by using references drawn from 
popular culture”
[5]. We try to adapt new environment, being surrounded with new 
conditions, ideas, communication tools, and technologies. “
Mainly originating from 
“human” or “people" as the core, as the producer; either being an accepted or resisted 
culture; whether empowered from below or above; the popularity of popular culture 
increased and engaged into our lives. As its academic value has increased as well, 
“popular culture” has become a subject worth considering and studying”
[6].