2Rom Adv during the Transition-Madalina Moraru edited.doc

Communism was one of the most powerful social philosophies of the past century. In Eastern-European countries, it established a different type of globalization based on similar lifestyles and political systems. Everything functioned as in a factory, based on the same regulations, constantly estranged from the capitalist world, mostly characterized by freedom of choice, variety, autonomy, media and business. On November 10th 1989, the fall of the Berlin Wall marked the beginning of the destruction of this apparently invincible communist puzzle. Revolts began in Poland and developed throughout Hungary, East Germany, Bulgaria, Czechoslovakia, and Romania. According to Grugel (2008), the main feature of the Communism collapse in Central and Eastern-European countries was simultaneity. Similarly, Fukuyama stated that the year 1989 marked “the decisive collapse of Communism as a factor in world history” (1992, p. 25), because democratic countries aspire to homogenous political and economic systems. In a sense, Central and Eastern European countries reacted similarly to this transition from an authoritarian, dictatorial system to a democratic one, but they proceeded to adapt differently to the Western mentality. Even today, this political situation is far from stable, as citizens of formerly communist countries need time to learn to live and work differently, after so many years of monopoly. As stated by Grzymala and Jones Luang, “post-communist states are neither stable, nor consolidated” (2002, p. 532).

Our present research compared the ways several important brands on the Romanian market have promoted their values before and after 2013 by using TV and online channels of communication. In 2013, the Romanian Audio-visual Emergency Ordinance 25 was passed to regulate a prior decision of 2002. The main goal of Law 25 was to limit the involvement of the advertising industry in establishing and negotiating media contracts on behalf of clients. We chose to analyze local and global brands from various product categories (Vodafone, Raiffeisen, Lidl, Danone, Jacobs, Timiṣoreana, Rom, Boromir, Dero, and Dacia) that employed extensive campaigns from 2012 to 2014 to reveal the way they promote their values by advertising on audio-visual and alternative channels of the Romanian market. Our main hypothesis led us to a straightforward conclusion: the 25/2013 audio-visual regulation triggered a rapid reaction of online channels in advertising, which at first developed by replacing television and radio advertisements. Keywords: advertising, audio-video regulation, online, media channels.

Journal For the Study of Religions and Ideologies, 2013

Our study focuses on the impact of American advertising on local consumers and industry and discusses the relationship between standardization and localization on the global market. Although America seems to be a hybridized, 'McDonald-ized' reality, it is in fact grounded on a multicultural and social mix that deems it highly recognizable. Consequently, we argue that reconstructing American identity means sharing similar values with other cultural spaces, whose history, religion, and social customs require a different approach to daily life and finding new means of expression. Our main argument is that advertising disseminates its message in foreign markets and that American campaign models were implemented despite cultural differences. Therefore, we will study the way American heterogeneity becomes homogeneous in the advertising realm, and explain the relationship between standardization and localization in promoting brand values. Our analysis relies on examples of the post-1990 Romanian advertising revolution that showcase the global American influence on Romania's local industry as reflected by celebrations (Valentine's Day, Man's Day) and other American symbols (the cowboy image, the impact of the English language) present in locally broadcast advertisements. Consequently, our paper asks a very controversial question: Does market globalization embed the American spirit in indigenous cultures through advertising, bypassing local culture, ideology and society?

Our study focuses on the impact of American advertising on local consumers and industry and discusses the relationship between standardization and localization on the global market. Although America seems to be a hybridized, 'McDonald-ized' reality, it is in fact grounded on a multicultural and social mix that deems it highly recognizable. Consequently, we argue that reconstructing American identity means sharing similar values with other cultural spaces, whose history, religion, and social customs require a different approach to daily life and finding new means of expression. Our main argument is that advertising disseminates its message in foreign markets and that American campaign models were implemented despite cultural differences. Therefore, we will study the way American heterogeneity becomes homogeneous in the advertising realm, and explain the relationship between standardization and localization in promoting brand values. Our analysis relies on examples of the post-1990 Romanian advertising revolution that showcase the global American influence on Romania's local industry as reflected by celebrations (Valentine's Day, Man's Day) and other American symbols (the cowboy image, the impact of the English language) present in locally broadcast advertisements. Consequently, our paper asks a very controversial question: Does market globalization embed the American spirit in indigenous cultures through advertising, bypassing local culture, ideology and society?

This case study of the re-branding of ROM candy in Romania provides an understanding of the role of corporate communications in enhancing perceptions of a transitional country's image and in promoting national identity. The case is examined through the conceptual lens of nation branding, national identity and public diplomacy, with particular interest in the role of private-sector organizations in the public diplomacy process (corporate diplomacy). It considers the role of social media in the co-creation of national identity in a case in which a commercial brand campaign became a nation branding campaign. The analysis suggests that positive national identity may be an antecedent of positive international image. Place Branding and Public Diplomacy advance online publication,

This paper presents specific narrative formats of TV ads created for different kinds of products and services for local and international campaigns. It discusses story types, visual and verbal narrators, main characters, the relationship between local and global influences, and, finally, narrative patterns (for instance, narrative techniques). Additionally, this qualitative research compares Romanian and international brands by analyzing narrative formats; similarly, it identifies the most important storytelling rules that properly appeal to local and global consumers. We believe advertising storytelling relies on specific patterns that can assure the target of brand credibility. Some of these narrative patterns are more successful and, definitely, emphasize similarities and distinctions between markets on a cultural level. Consequently, the main hypothesis of this study focuses on our assumption that telling a successful story is the most effective way to involve the audience without solely emphasizing product qualities. Therefore, the features of products and services do not dominate the message unless they present themselves within a narrative context. Last but not least, this study intends to point out how a convincing story can be written in advertising, by using specific factors that play different parts in the field: product or service, consumer, brand and ad characters.

The purpose of this paper is to reveal a controversial relationship between tradition and dogma in advertising, regarding the religious aspects which are developed as strategic ideas to better appeal to Romanian consumers. First of all, the research is driven by identifying different approaches of religious influence on a conservative market. Second, the dilemma of dogmatic vs. non-dogmatic features is also a matter for discussion of this compelling subject and constitutes the relationship between global, local and glocal in advertising from a cultural and religious view.

MANAGEMENT DYNAMICS IN THE KNOWLEDGE ECONOMY, 2018

The rise of social media and the emergence of globalization has changed the relationship between brands and consumers. The aim of this paper is to discuss how is this relationship affected by user generated content (UGC) and user generated brands (UGB). Consumers tend to look for products and brands in order to construct and sustain their social self. In this regard, the brand can define a person with respect to others. The brand constitutes a vital entity in the consumer's mind, acting as an enlivened partner in a relationship, and contributing to the initiation, maintenance, and destruction of the consumer-brand bond. In this context, the paper insists on the idea of brand personality, as developed by Jennifer Aaker (1997), connecting it to consumer culture studies. The research is based on a set of semi-structured interviews with 10 advertising creatives working at some of the most important Romanian advertising agencies. The investigation instrument used was the computer-assisted interview (CASI). The results point in the direction of a constructed brand personality, promoting an active and involved consumer. Advertisers have the power to define brands personality, inviting users to create content as well. The meaning of the brand is linked with the culture in which a particular sign is decoded. Advertisers give people hints of who is the brand, what is its core activity, its cultural references, set of values or personality traits. Brands have a personality and by communicating it, the character is build up gradually. In fact, brands tend to build a reflection or an image of the consumer which it seems to be addressed through the advertising messages.

The relevance of local blueprints explains very well the consumer needs and the way s/he is represented in Christmas campaigns. Global and local brands adopt the same strategy to attain consumer insight and secure loyalty. The purpose of the paper is to present consumer views on winter campaigns, considering that Romania is a traditional society, based on a solid religious background. Specific market characteristics, Christmas symbols and the relationship between global and local (glocalization) have become relevant means to appeal to Romanians who are equally fascinated by Santa Claus and local traditions.