Factor to be taken into account for the analysis of Web-mediated texts is Extension in Participation Framework.
potential global audience; target audience + number of Internet surfers who can become potential readers, users,
interlocutors, customers, investors … At the same time Web-mediated communication offers an opportunity for
individualized contact and expression.
Individualization:
message is formulated in the first person (I/we) and directly addressed to the recipent (you
Nestle
Nestle's aggressive marketing strategy for its breast milk substitute was responsible for the death of children in
third world countries
it was used with contaminated water or in dirty bottles it could lead to heavy diarrhea and even to death Western
richer countries was taken as a model. Where parents’ desire to do what best for their children.wellbeing of their
children. After 2 years trial the judge stated that Nestlè had to change its publicity methods.
According to COBO scholars • the culture of brand origin is identified on the basis of its language by using
linguistic components found in products’ brand name: – usefulness of language as a strategy in brand positioning
Fiat
British vs Italian
• Why was the color red chosen to promote the cars? Because Italians are depicted as passionate. • What cultural
elements are typically associated with the UK and Italy? Pub vs Club, Tea vs Coffee• What does the last female
character say? This is gonna be so much better than a tea party.
Strategies used to reach an international audience: • Minimal verbal code that allows the promotion to be used
globally (ex. Nike “Just do it”, Coca Cola “Enjoy”,)• Different promotional texts based on the audience’s culture and
perception of the product (cf. Campari;
