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,...

This article investigates the way seasonal advertising campaigns convey the paradoxical relationship between sacred and profane views of Christmas. The following research reveals the differences between commercialized and religious Christmas celebrations by analyzing the advertisements running...

During the last 20 years, Romanian Advertising often paid attention to the popular culture features developed in Communism, because they are the ones that reflect consumers’ lifestyles, profiles and values still alive in our society. It is captivating to notice how many brands took advantages...

This paper aims to discuss interesting experiential strategies of a specific European beer brand (Bergenbier) that maintained the balance between traditional and experiential marketing. My hypothesis is that the relationship between both types of marketing should be analysed from two angles:...