Romanian Advertising between Specificity and Globalization. A Comparative Analysis of Local and International Brands

Advertising today has conquered national boundaries, reaching consumers everywhere; however, local commercials retain their cultural background, combining global and local features. This is the new “glocalization” phenomenon, or the specificity of globalization. During the past two decades, Romanian advertising developed spectacularly, making up for the time it was forbidden. Life-styles, consumer insight, economy and market dynamics changed the relationship between global and local advertising. Today, national advertising promotes surviving pre-Revolution brands, new, post-1990 brands, and international brands adapted to the local market. This chapter analyzes the local and global features of Romanian TV commercials for national and international brands according to the following criteria: positioning, visual/ verbal identity, social/cultural background.