Question #6

“Globalization” describes the way in which different cultures have, over the years, come in contact with each other and have as a result become integrated. “Globalization” refers to not only the integration of industry and the economy but, also the integration of other aspects of culture. “Globalization,” has become significantly more predominant in modern times due to colonization, trade, immigration, and use of technology. Furthermore, increased means of transportation and communication, on a global scale, have enabled different cultures to come in contact with one another more often. In turn, “cultural hybrids” or the instances in which multiple cultures integrate into one, prove to be just one of the resulting factors of “globalization.” Another, result of “globalization” is that which is considered to be “exotic.” Due to “globalization” and “cultural imperialism,” outlooks on what is believed to be the “norm” have been developed throughout the world. (ex. “Americanism,” “McDonaldization”) Therefore, those things that fall outside the framework of “globalized” institutions are considered to be the “exotic.” The mystery and interest developed surrounding the “exotic” has resulted in there “appropriation” in advertising. Similarly, to this “American Express” advertisement, often times aspects of “exotic” cultures, in this case the idea of the music, clothing, language, and food in Arab culture, are used to entice an audience. Furthermore, the interest developed around these fake visions of the “exotic,” are a means by which companies like, “American Express,” can catch the eye of the Western, or “Americanized” consumer.