Products are transformed into brands through advertising; For a product to be globally successful, it must be known worldwide. There are different ways of distributing and consuming products through advertising, with which people interact in different ways. Advertising messages are not imposed on its audience but produce a text for the audience to decide what to do with it, whether to interpret the messages or leave it as intended. Not only does advertising have an effect in all institutions of our society, but it promotes different cultures, somehow bringing cultures together based on the images it conveys. “People find the ads manipulative and powerful, but the advertisers themselves find people skeptical and unpredictable in their responses.” This quote from "the globalization of advertising" indicates how we as an audience perceive advertisements based on our status or way of thinking, an audience might perceive an innocent advertisement as offensive or negative and that advertisers do not intend to advertise, but that could ruin brands and their advertisers if it were intended. Advertisers are now no longer afraid to go above and beyond, advertising companies such as Saatchi& Saatchi and Ogilvy Public Relations Worldwide have proven they go above and beyond and are successful on a global scale. “Theodore Levitt (1983) introduced the term globalization to present a different view of multinational corporations. He argued that there would be a competitive advantage in some industries to market the same product in the same way around the world. Myers, 1999. P.58. An example of a great triumph that has given complex meaning to its diverse audience, using its slogans, is Coca-Cola which is a pioneering example of a global brand. Other examples of a global brand are McDonal ... middle of paper ...... but their representation is not accurate. As I mentioned, advertising is a specific type of social communication that impacts our symbolic world, but the language and translation of global advertisements could cause negative reactions because consumers are not always passive readers .Bibliographyhttp://www.ogilvypr.com/en/about /clientshttp://www.saatchi.com/http://www.mtv.com/thinkmtv/global/live_8/http://www.cadbury.com /ourresponsibilities/fairtrade/Pages/ghana-advert-inspiration.aspxIn this essay: Myers 1999 p. 55-71In the bibliography: Myers, G (1999) “Globalization in advertising” in Ad Worlds: Brands, Media, Audiences, pp. 55-71. 55-71. London: ArnoldIn bibliography: Brierley, S. (2001) The Advertising Handbook. 2nd edition. London: Routledge. In this essay: Ritzer 2008 p. 385-386In bibliography: Ritzer, G (2008) Third edition of McDonaldization, pp 385-389.