Multinationals' marketing techniques aimed for children in France and in the United States

Abstract

Marketing techniques have evolved considerably in the last 70 years. This change led to the creation of thousands of brands that coexist in a competitive market defined as “capitalistic”. Some of these brands have grown and become global. Do these brands adapt their communication to the foreign countries? Do they simply translate from the language their advertisement was firstly written in, or do they adjust it to the community they are willing to reach and its culture? We have decided to focus on the two most powerful of the countries which have French and English as their main spoken language: France and the United States of America, and chose to focus on brands addressing children, who became a target group in its own right. The three brands are Haribo, Barbie, and Disney.