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Learn more about Katie's story and find out what our students are doing. |
Student Stories
Charlene Kuo
Daring for More
I got interested in researching Pepsi's global marketing when I noticed similar themes in a Pepsi ad filmed for China in Amman, Jordan and
another filmed for the European audience in the Roman Coliseum. PepsiCo mentioned that China and India prefer to film their own ads, so I
thought it would be interesting to study their economic history and analyze if the recent opening of
their markets had any impact on the content of the ads. I am also looking into audience reception of the television
ads and analyzing cultural values of different generations in the countries that view the ads.
I've found that as the world is changing, it becomes more difficult to define culture. The ads are selling more than cola. Pepsi is made to represent a lifestyle. I've found that the ÒDare for MoreÓ slogan in the ads directed towards the audience mirrors that ÒDare for MoreÓ attitude that transnational corporations like Pepsi possess.
My research has given me an opportunity to synthesize the concepts I've learned and practice the skills I've acquired in my American Studies major. It has increased my interest in American Studies because it has shown me how truly interdisciplinary the major can really be. I'm looking at economic development, political changes and pop stars all in the same project.
Charlene Kuo is an American studies and biology major. When she finishes her studies at UMBC, she plans to travel so that she can study world cultures first-hand.
