Globalization

Introduction:
I believe nowadays we can hardly meet a person, who had never heard the word “ Globalization”. Probably not everyone knows it’s meaning, but this term definitely resounds (на слуху). There is a huge number of definitions of this word:

1)First of all it can mean The formation of a global village — closer contact between different parts of the world, with increasing possibilities of personal exchange, mutual understanding and friendship between “world citizens", and creation of a global civilization.
2) Economic globalization - “free trade" and increasing relations among members of an industry in different parts of the world (globalization of an industry).
3) The World Bank defines globalization as the “Freedom and ability of individuals and firms to initiate voluntary economic transactions with residents of other countries”

So it seem like there is nothing bad with the G., But don’t let these beautiful words to circumvent you! The main actors of G. are Multinational corporations.
They use substantial and sophisticated legal and financial means to circumvent the bounds of local laws and standards, in order to leverage the labor and services of unequally- developed regions against each other.
Multi-national corporations have unregulated political power, exercised through trade agreements and deregulated financial markets.
Thus G. means erosion of the nation-state or national boundaries, erosion of national sovereignty in the economic sphere.
What is more the G. makes us to reject our cultural originality. It’s like a homogenization of the culture. In a world where people from Vienna to Sidney eat BigMacs. wear Benetton clothes, watch MTV or CNN, talk about human rights and work on their IBM computers cultural characteristics are endangered. As these commodities and ideas are mostly of western origin, globalization is an inexorable dissemination of westernization.
It is obvious that G. has a disruptive effects on all the spheres of our society, and we can’t just be inactive and let it continue.

Target audience: Our target audience is people 25 – 45 years old, middle-class, university-educated, with a stable income, family people. Those who are interested in political, economical, social life of the country and of the world as a whole.

Message:
With the help of our advertisement we would like to show that all these huge corporation, have a great influence on the political and economical situation in the world. Very often such corporations have their own politicians, or political candidates, and with their help they promote their views. So we want to show that these companies can buy political power as easily as we can buy a new mobile phone or a new can of coffee.

Attitudinal and behavioral changes:
We want to encourage people to preserve the cultural uniqueness and diversity, recede striving for Westernization, foster them to helped the development of their national industry and economy by means of buying domestic products and developing business in their country. .