Author: Olga V. Novoselova, Enoc Salim Ruiz Gomez
Communicology. 2018. Vol.6. No.6
Novoselova Olga Victorovna, senior lecturer at the department of integrated marketing communications and branding, Ural Federal University;
Enoc Salim Ruiz Gomez, graduate student, Ural Federal University. Adress: 620002, Russia, Yekaterinburg, Mira st. 19. E-mail: novoselova@uralbrand.ru; e.noxander@gmail.com.
Abstract. Applying the circuit of culture model in analyzing Pepsi campaign with the Black Eyed Peas in 2007 case study uncovers the differences in perception of the brand and PR campaing in Mexico and Russia, which shows the importance of a culture-centred approach to public relations and communication. At the same time, it reflects how unique symbols were created and used in implementing in two culturally varied countries. The challenge of Pepsi was to create a universal campaign for reaching many kinds of diverse cultures including Russia and Mexico that should have enough symbolic values and common messages which could be understood by different nationalities in order to bring success to the brand. Analysis of this case study attempts to contribute to building knowledge in this area. While focused on two countries, this case builds a stronger argument for considering cultural approaches in developing universal public relations practice.
Keywords: Pepsi PR campaign, internatonal public relations, communication in Mexica, Russian communication style, universal symbols, international brand
Text: PDF
For citation: Novoselova О.V., Ruiz Gomez Enoc Salim. Developing an International PR Campaign: Pepsi and the Black Eyed Peas on Mexican vs. Russian Markets. Communicology (Russia). 2018. Vol. 6. No.6. Р. 97–110. DOI 10.21453 / 2311-3065-2018-6-6-97-110.
References
Babbie E. (2004). The Practice of Social Research. USA: Wadsworth.
Bartra R. (2006). Antropología del cerebro. La conciencia y los sistemas simbólicos [Anthropology of the brain. Consciousness and symbolic systems]. Valencia: Editorial Pre-Textos.
Bourdieu P. (1984). Distinction. A social critique of the judgment of taste. London: Routledge. Choi Y., Cameron G.T. (2005). Overcoming ethnocentrism: The role of identity in contingent
practice of international public relations. Journal of Public Relations Research, 17, 171-189.
Curtin P.A., Gaither T.K. (2005). Privileging identity, difference and power: The circuit of culture as a basis for public relations theory. Journal of Public Relations Research, 17(2), 91–115. New Jersey: John Wiley & Sons, Inc., Hoboken.
Curtin P.A., Gaither T.K. (2007). International public relations: Negotiating culture, identity, and power. Thousand Oaks, California: Sage.
Deely J. (1990). Basics of semiotics. Bloomington, IN: Indiana University Press.
Dooley L.M. (2002), Case study research and theory building. Advances in Developing Human Resources, 4(3), 335-354
Douglas T. (1984). The Complete Guide to Advertising, New Jersey: Chartwell Books.
Du Gay P., Hall S., Janes L., Mackay H., Negus K. (1997). Doing cultural studies: The story of the Sony walkman. Thousand Oaks, California: Sage.
Easlea D. (2012) Let’s Get It Started: The Rise & Rise of the Black Eyed Peas. Barners Street, London: Omnibus Press.
Flyvbjerg B. (2001). Making social science matter. Cambridge, UK: Cambridge University Press. Grossberg L. (2010). Cultural Studies in the Future Tense, Durham and London: Duke University Press Books.
Grunig J.E., Hunt T. (1984). Managing public relations. NY: Holt, Reinhart & Winston.
Hall E.T. (1976). Beyond Culture, Garden City. NY: Doubleday.
Hall S. ([1973] 1980) Encoding/Decoding [Encoding and Decoding in Television Discourse, 1973]. In: Centre for Contemporary Cultural Studies (ed) Culture, Media, Language: Working Papers in Cultural Studies, 1972-79. London: Hutchinson, 128-138.
Hall S. (1997). The spectacle of the “other”. In: S. Hall (ed.) Representation: Cultural representations and signifying practices. London: Sage.
Hall S. (1999). Kulturelle Identität und Globalisierung [Cultural identity and globalization] in
Hörning and Winter.
Morley D. (1999). Wo das Globale auf das Lokale trifft [Where the global meets the local], in Hörning and Winter.
Panofsky E. (1927). Perspektive als symbolische Form [Perspective as symbolic shape], in Vorträge der Bibliothek Warburg 1924-25, Leipzing, 258.
Shankar A., Elliot R. Goulding C. (2001). Understanding Consumption: Contributions from a Narrative Perspective. Journal of Marketing Management, 17, 429-435.
Spradley J.P. (1979). The ethnographic interview. Fort Worth, TX: Holt, Rinehart & Winston. Stake R.E. (1995). The art of case study research. Thousand Oaks, CA: Sage.
Tungate M. (2007). Adland: a global history of advertising. USA: Kogan Page. Verčič D., Grunig L., Grunig J. (1996). Global and specific principles of public relations: Evidence from Slovenia. In: International Public Relations: A Comparative Analysis. H.M. Culbertson and N. Chen (eds). Mahwah, NJ: Lawrence Erlbaum Associates.
Banks S. (2000). Multicultural Public Relations: A socialinterpretative approach, 2nd ed. Ames, IA: Iowa State University Press.
Sriramesh K. (2000). A framework for understanding, and conducting international public relations. Paper presented at the International Public Relations Symposium, Lake Bled, Slovenia.
Sriramesh K., Verčič D. (eds.) (2003). The Global Public Relations Handbook. Theory, Research and Practice. Mahwah, NJ: Lawrence Erlbaum Associates.
Wright D.K. (2001). The magic communication machine: Examining the Internet’s impact on public relations, journalism, and the public. Gainesville, Florida: The Institute for Public Relations.
Yaverbaum E., Bly R., Benun I. (2006). Public Relations for Dummies, 2nd ed. Wiley Publishing [access mode]: https://ixn.es/Public%20Relations%20for%20Dummies.pdf.
Zaharna R.S. (2001). “In-awareness” approach to international public relations. Public Relations Review, 27:135–148.
Communicology. 2018. Vol.6. No.6
Novoselova Olga Victorovna, senior lecturer at the department of integrated marketing communications and branding, Ural Federal University;
Enoc Salim Ruiz Gomez, graduate student, Ural Federal University. Adress: 620002, Russia, Yekaterinburg, Mira st. 19. E-mail: novoselova@uralbrand.ru; e.noxander@gmail.com.
Abstract. Applying the circuit of culture model in analyzing Pepsi campaign with the Black Eyed Peas in 2007 case study uncovers the differences in perception of the brand and PR campaing in Mexico and Russia, which shows the importance of a culture-centred approach to public relations and communication. At the same time, it reflects how unique symbols were created and used in implementing in two culturally varied countries. The challenge of Pepsi was to create a universal campaign for reaching many kinds of diverse cultures including Russia and Mexico that should have enough symbolic values and common messages which could be understood by different nationalities in order to bring success to the brand. Analysis of this case study attempts to contribute to building knowledge in this area. While focused on two countries, this case builds a stronger argument for considering cultural approaches in developing universal public relations practice.
Keywords: Pepsi PR campaign, internatonal public relations, communication in Mexica, Russian communication style, universal symbols, international brand
Text: PDF
For citation: Novoselova О.V., Ruiz Gomez Enoc Salim. Developing an International PR Campaign: Pepsi and the Black Eyed Peas on Mexican vs. Russian Markets. Communicology (Russia). 2018. Vol. 6. No.6. Р. 97–110. DOI 10.21453 / 2311-3065-2018-6-6-97-110.
References
Babbie E. (2004). The Practice of Social Research. USA: Wadsworth.
Bartra R. (2006). Antropología del cerebro. La conciencia y los sistemas simbólicos [Anthropology of the brain. Consciousness and symbolic systems]. Valencia: Editorial Pre-Textos.
Bourdieu P. (1984). Distinction. A social critique of the judgment of taste. London: Routledge. Choi Y., Cameron G.T. (2005). Overcoming ethnocentrism: The role of identity in contingent
practice of international public relations. Journal of Public Relations Research, 17, 171-189.
Curtin P.A., Gaither T.K. (2005). Privileging identity, difference and power: The circuit of culture as a basis for public relations theory. Journal of Public Relations Research, 17(2), 91–115. New Jersey: John Wiley & Sons, Inc., Hoboken.
Curtin P.A., Gaither T.K. (2007). International public relations: Negotiating culture, identity, and power. Thousand Oaks, California: Sage.
Deely J. (1990). Basics of semiotics. Bloomington, IN: Indiana University Press.
Dooley L.M. (2002), Case study research and theory building. Advances in Developing Human Resources, 4(3), 335-354
Douglas T. (1984). The Complete Guide to Advertising, New Jersey: Chartwell Books.
Du Gay P., Hall S., Janes L., Mackay H., Negus K. (1997). Doing cultural studies: The story of the Sony walkman. Thousand Oaks, California: Sage.
Easlea D. (2012) Let’s Get It Started: The Rise & Rise of the Black Eyed Peas. Barners Street, London: Omnibus Press.
Flyvbjerg B. (2001). Making social science matter. Cambridge, UK: Cambridge University Press. Grossberg L. (2010). Cultural Studies in the Future Tense, Durham and London: Duke University Press Books.
Grunig J.E., Hunt T. (1984). Managing public relations. NY: Holt, Reinhart & Winston.
Hall E.T. (1976). Beyond Culture, Garden City. NY: Doubleday.
Hall S. ([1973] 1980) Encoding/Decoding [Encoding and Decoding in Television Discourse, 1973]. In: Centre for Contemporary Cultural Studies (ed) Culture, Media, Language: Working Papers in Cultural Studies, 1972-79. London: Hutchinson, 128-138.
Hall S. (1997). The spectacle of the “other”. In: S. Hall (ed.) Representation: Cultural representations and signifying practices. London: Sage.
Hall S. (1999). Kulturelle Identität und Globalisierung [Cultural identity and globalization] in
Hörning and Winter.
Morley D. (1999). Wo das Globale auf das Lokale trifft [Where the global meets the local], in Hörning and Winter.
Panofsky E. (1927). Perspektive als symbolische Form [Perspective as symbolic shape], in Vorträge der Bibliothek Warburg 1924-25, Leipzing, 258.
Shankar A., Elliot R. Goulding C. (2001). Understanding Consumption: Contributions from a Narrative Perspective. Journal of Marketing Management, 17, 429-435.
Spradley J.P. (1979). The ethnographic interview. Fort Worth, TX: Holt, Rinehart & Winston. Stake R.E. (1995). The art of case study research. Thousand Oaks, CA: Sage.
Tungate M. (2007). Adland: a global history of advertising. USA: Kogan Page. Verčič D., Grunig L., Grunig J. (1996). Global and specific principles of public relations: Evidence from Slovenia. In: International Public Relations: A Comparative Analysis. H.M. Culbertson and N. Chen (eds). Mahwah, NJ: Lawrence Erlbaum Associates.
Banks S. (2000). Multicultural Public Relations: A socialinterpretative approach, 2nd ed. Ames, IA: Iowa State University Press.
Sriramesh K. (2000). A framework for understanding, and conducting international public relations. Paper presented at the International Public Relations Symposium, Lake Bled, Slovenia.
Sriramesh K., Verčič D. (eds.) (2003). The Global Public Relations Handbook. Theory, Research and Practice. Mahwah, NJ: Lawrence Erlbaum Associates.
Wright D.K. (2001). The magic communication machine: Examining the Internet’s impact on public relations, journalism, and the public. Gainesville, Florida: The Institute for Public Relations.
Yaverbaum E., Bly R., Benun I. (2006). Public Relations for Dummies, 2nd ed. Wiley Publishing [access mode]: https://ixn.es/Public%20Relations%20for%20Dummies.pdf.
Zaharna R.S. (2001). “In-awareness” approach to international public relations. Public Relations Review, 27:135–148.
