On Toyota's misstep in advertising its Land Cruiser SUV in Beijing: A distortion of consumers' sociolinguistic system

Research output: Contribution to journalReview articlepeer-review

Abstract

Multinational corporations' attempt to combine advertising creativity with local cultures is examined in the case of Toyota's 2004 Land Cruiser SUV advertising campaign in Beijing. Within a sociolinguistic framework, the paper identifies characteristics of a multinational corporation's advertising mistakes that distorted Chinese consumers' sociolinguistic system. We encourage multinational corporations to recognize the important role of sociolinguistic systems indigenous to targeted consumers in international markets. The challenge to global marketing researchers is to engage in bicultural and bilingual ethnographic studies outside the Western cultural dominance so that greater understanding of international marketing behaviors can be sustained.

Original languageEnglish
Pages (from-to)61-78
Number of pages18
JournalJournal of International Consumer Marketing
Volume18
Issue number4
DOIs
StatePublished - Oct 11 2006

Keywords

  • Chinese sociolinguistic system
  • Creativity
  • MNC global marketing controversy
  • Sociolinguistic framework

Fingerprint

Dive into the research topics of 'On Toyota's misstep in advertising its Land Cruiser SUV in Beijing: A distortion of consumers' sociolinguistic system'. Together they form a unique fingerprint.

Cite this