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Volkswagen has a very different approach to advertising moving away from convincing consumers that their car will provide a new and better lifestyle to convincing consumers that Volkswagen will improve the lifestyle they already have. This advertising concept works hand in hand with their green advertising, giving the impression that the TDI will only enhance your own green movement. The Brock Press wrote an enlightening article about Volkswagens pop culture branding success, they said, "Advertising cannot create a need but clever advertising manages to meet old needs in new ways. Volkswagen has a universal appeal to those who feel that they are unique, fun individuals who enjoy driving and want to express this through their choice of vehicle. Many people identify with the Volkswagen image but the cleverness lies in the fact that the generic message never appears to be generic. How many people would not classify themselves as unique and fun who also enjoy driving?" (Brema, 2004) This is a popular trend of marketing. .
Globalization and Legislation .
The global marketplace is continually reducing in size, with more business now conducted via the internet. This means that, more than ever before, advertisers, marketers and PR professionals need to have knowledge of legislation in the other countries to which they may market. America, Great Britain, France, Mexico, and each country has its own legislation. These rules can define a wide number of different aspects, such as placement, timing, and content In the United State, false advertising and health related ads are regulated the most. Many communities have their own rules, particularly for outdoor advertising. Sweden and Norway prohibit domestic advertising that targets children. Some European countries don't allow sponsorship of children's programs; no advertisement can be aimed at kids under twelve. In the United Kingdom advertising of tobacco on television, billboards or at sporting events is banned.
