German Operational Excellence
German Operational excellence
French Style
Technological & operational excellence is related with German in advertisements especially for a high-tech product
Style & fashion excellence is related with French in advertisements.
Now, we ll investigate A recent example of use of German in a global advert can be found in VW’s Karl Lagerfeld ad. In this advert, Chanel designer Karl Lagerfeld comments on how stylish, modern cars could be produced in Paris (although he is not in Paris). After that, Lagerfeld finds out that cars are in Germany and is starting to talk in German. When the commercial is analyzed, purpose of Volkswagen seems obvious as Volkswagen uses positive country-of-origin associations for Germany and French. More exactly, Volkswagen uses French and German at the same time for signaling their stylishness and operational excellence, respectively.
While using local language in the advertisements is well-fit for the products perceived as utilitarian; choosing international language in adverts is more appropriate for the products perceived as hedonic. German Operational excellence
French Style
Technological & operational excellence is related with German in advertisements especially for a high-tech product
Style & fashion excellence is related with French in advertisements.
Now, we ll investigate A recent example of use of German in a global advert can be found in VW’s Karl Lagerfeld ad. In this advert, Chanel designer Karl Lagerfeld comments on how stylish, modern cars could be produced in Paris (although he is not in Paris). After that, Lagerfeld finds out that cars are in Germany and is starting to talk in German. When the commercial is analyzed, purpose of Volkswagen