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Advertizing is a form of communication of marketing in order to persuade the audience to buy something. 

Nowadays, there is a globalization of the advertizement. That is to say that there are advertizements all over the world. This is became really important. We see ads on TV, on the radio, on the billboards on the streets, on the magazines, etc... Anyway: Everywhere!

I find this really interresting because we have to ask ourself the right questions. I mean that globalization is not obvious all the time, because of the too different cultures or even opposite, or the problem of the religion.

That is this last point I am interested in. How can we globalize our product advertizement in a country where the religion is particulary different as ours?

I chose the shampoo Sunsilk Company with an Australian Ad and a Malaysian Ad. This is important to notice that in Malaysia, the biggest part of the population is Islamic. So, how do we have to advertize a shampoo in a country where the women must wear the veil?

Well, you will see that ;)

First, I introduce with a small introduction of the Sunsilk Company.

Sunsilk, launched in the UK in 1954, is a hair care brand, primarily aimed at women, produced by the Unilever group, which is now considered the world's leading company in hair conditioning and the second largest in shampoo. Sunsilk is Unilever’s leading hair care brand, and ranks as one of the “billion dollar brands". Sunsilk shampoos, conditioners and other hair care products are sold in 69 countries worldwide.

Since 1959, it was available in 18 different countries worldwide.

In 2003, Sunsilk launched a new range of shampoos and conditioners, which were developed to meet women’s hair needs and reflect the way women think about their hair. The fake institute (a trademark by Sedal) "Elida Hair Institute" developed the products in response to market research. Each product contained a unique formulation of ingredients, combining the best from natural and scientific worlds to help combat common hair problems.

Sunsilk began advertising in 1955 with a campaign that focused on specific hair "issues". In the UK, the campaign focused on shiny hair. During the 1960s, a television commercial of Sunsilk featured a tune composed by John Barry, “The girl with the sun in her hair”, which proved so popular that it was subsequently released as a pop single.

Sunsilk radio commercials were aired in 1969 featuring Derek Nimmo to support the new Sunsilk Herb shampoo for problem hair called “Hairy Tales”. In the early 1970s, Sunsilk was advertised with the slogan “All you need is Sunsilk”.

They also used celebrities to advertize their shampoos. In 2008, Madonna, Shakira and Marylin Monroe were associate to the ad "Life can't wait" which launched with a Super Bowl XLII spot.

They also used celebrities in Pakistan, Sri Lanka and India.

In 2007, British girlband Girls Aloud launched a campaign for Sunsilk after securing a sponsorship deal worth over £1,000,000. The 5 girls members represented the brand, which included shooting a television commercial. Sunsilk also sponsored their following tour.

Then, in 2009, for the Australian campaign, the singer Delta Goodrem was announced as the "face of Sunsilk". The singer and her music have since featured in several Sunsilk adverts.

* http://www.sunsilk.com/