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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.Since the global versus multinational marketing debate began some twenty-five years ago, pros and cons of each approach have been well recognized. This article provides an overview of the various methods by which global companies are achieving worldwide marketing success. Emerging positioning strategies are illustrated against a background discussion on establishing a world brand, segmenting global markets on the basis of consumer similarities and product benefits, and the recognition of universal themes. The basis for this research was to look at what is being done in the global marketing and advertising arena via print advertising from Japan, Europe, and the Middle East. Examples of ads are provided to illustrate various universal themes and positioning strategies in both the high-tech and high-touch product categories.

Nostalgia was used by means of theme, copy, or music about 10% of the time according to a content analysis of more than a thousand commercials sampled from ABC, CBS, and NBC. Nostalgic references were to family activities or to the “olden days,” among other themes, and were most likely to be used with food and beverage commercials. The study suggests nostalgia may be especially important in a changing world because it connects us with our past.

International marketing firms offen strive to standardize their advertising campaigns in the countries where they operate. Because ofits universality, its popularity and its persuasive effect, humor may well be an advertising element which can be transferred from culture to culture. Both cognitive and affective models have been used to explain humor's role in persuasion. However, the problems associated with using humor, particularly across cultures, threaten its potential. Humor in persuasion has been criticized because it detractsfrom message comprehension and because diverse tastes in humor threaten Information processing.