communicologyКоммуникологияCommunicology2311-30652311-3332МАК10.21453/2311-3065-2018-6-6-97-110communicology-194Research ArticleПОЛИТИЧЕСКИЕ ИНСТИТУТЫ, ПРОЦЕССЫ И ТЕХНОЛОГИИPOLITICAL INSTITUTIONS, PROCESSES AND TECHNOLOGIESОсобенности разработки универсальной международной PR-кампании: Pepsi and The Black Eyed Peas в России и МексикеDeveloping an International PR Campaign: Pepsi and the Black Eyed Peas on Mexican vs. Russian MarketsНовоселоваО. В.NovoselovaO. V.

Новоселова Ольга Викторовна, ст. преподаватель кафедры интегрированных маркетинговых коммуникаций и брендинга

620002, г. Екатеринбург, ул. Мира, 19

Novoselova Olga Victorovna, senior lecturer at the department of integrated marketing communications and branding

620002, Yekaterinburg, Mira st. 19 

novoselova@uralbrand.ruРуис ГомезЕнок СалимRuiz GomezE. S.

Енок Салим Руис Гомес, магистрант программы “PR и реклама: гармонизация межкультурных коммуникаций”

620002, г. Екатеринбург, ул. Мира, 19

Enoc Salim Ruiz Gomez, graduate student

620002, Yekaterinburg, Mira st. 19 

e.noxander@gmail.comУральский федеральный университетРоссияUral Federal UniversityRussian Federation2018260120226697110Copyright © Новоселова О.В., Руис Гомез Е.С., 20222022Новоселова О.В., Руис Гомез Е.С.Novoselova O.V., Ruiz Gomez E.S.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.communicology.ru/jour/article/view/194

Применив модель «контура культуры» при анализе кампании Pepsi and Black Eyed Peas в 2007 году, были продемонстрированы различия в восприятии бренда и PR-кампаний в Мексике и России, что свидетельствует о важности культурно-ориентированного подхода к связям с общественностью и коммуникациям. В то же время анализ показывает, как универсальные символы были созданы и применены при запуске кампании в двух разных странах. Задача Pepsi состояла в том, чтобы создать универсальную кампанию для охвата ряда культур, включая Россию и Мексику, которые обладают достаточным количеством символических ценностей и общих сообщений, понимаемые различными национальностями, с целью успеха в продвижении бренда. С помощью анализа кейс-стади была предпринята попытка внести вклад в развитие знаний в этой области. Несмотря на то, что этот кейс сфокусирован на двух странах, он способствует понимаю применения культурных подходов при разработке универсальной практики связей с общественностью.

Applying the circuit of culture model in analyzing Pepsi campaign with the Black Eyed Peas in 2007 case study uncovers the differences in perception of the brand and PR campaing in Mexico and Russia, which shows the importance of a culture-centred approach to public relations and communication. At the same time, it reflects how unique symbols were created and used in implementing in two culturally varied countries. The challenge of Pepsi was to create a universal campaign for reaching many kinds of diverse cultures including Russia and Mexico that should have enough symbolic values and common messages which could be understood by different nationalities in order to bring success to the brand. Analysis of this case study attempts to contribute to building knowledge in this area. While focused on two countries, this case builds a stronger argument for considering cultural approaches in developing universal public relations practice.

PR-кампаниямеждународные связи с общественностьюкоммуникации в Мексикерусский стиль коммуникацииуниверсальные символымеждународный брендPepsi PR campaigninternatonal public relationscommunication in MexicaRussian communication styleuniversal symbolsinternational brandReferencesBabbie E. (2004). The Practice of Social Research. USA: Wadsworth.Babbie E. (2004). The Practice of Social Research. USA: Wadsworth.Bartra R. (2006). Antropología del cerebro. La conciencia y los sistemas simbólicos [Anthropology of the brain. Consciousness and symbolic systems]. Valencia: Editorial Pre-Textos.Bartra R. (2006). Antropología del cerebro. La conciencia y los sistemas simbólicos [Anthropology of the brain. Consciousness and symbolic systems]. Valencia: Editorial Pre-Textos.Bourdieu P. (1984). Distinction. A social critique of the judgment of taste. London: Routledge.Bourdieu P. (1984). Distinction. A social critique of the judgment of taste. London: Routledge.Choi Y., Cameron G.T. (2005). Overcoming ethnocentrism: The role of identity in contingent practice of international public relations. Journal of Public Relations Research, 17, 171-189.Choi Y., Cameron G.T. (2005). Overcoming ethnocentrism: The role of identity in contingent practice of international public relations. Journal of Public Relations Research, 17, 171-189.Curtin P.A., Gaither T.K. (2005). Privileging identity, difference and power: The circuit of culture as a basis for public relations theory. Journal of Public Relations Research, 17(2), 91–115. New Jersey: John Wiley & Sons, Inc., Hoboken.Curtin P.A., Gaither T.K. (2005). Privileging identity, difference and power: The circuit of culture as a basis for public relations theory. Journal of Public Relations Research, 17(2), 91–115. New Jersey: John Wiley & Sons, Inc., Hoboken.Curtin P.A., Gaither T.K. (2007). International public relations: Negotiating culture, identity, and power. Thousand Oaks, California: Sage.Curtin P.A., Gaither T.K. (2007). International public relations: Negotiating culture, identity, and power. Thousand Oaks, California: Sage.Deely J. (1990). Basics of semiotics. Bloomington, IN: Indiana University Press.Deely J. (1990). Basics of semiotics. Bloomington, IN: Indiana University Press.Dooley L.M. (2002), Case study research and theory building. Advances in Developing Human Resources, 4(3), 335-354Dooley L.M. (2002), Case study research and theory building. Advances in Developing Human Resources, 4(3), 335-354Douglas T. (1984). The Complete Guide to Advertising, New Jersey: Chartwell Books.Douglas T. (1984). The Complete Guide to Advertising, New Jersey: Chartwell Books.Du Gay P., Hall S., Janes L., Mackay H., Negus K. (1997). Doing cultural studies: The story of the Sony walkman. Thousand Oaks, California: Sage.Du Gay P., Hall S., Janes L., Mackay H., Negus K. (1997). Doing cultural studies: The story of the Sony walkman. Thousand Oaks, California: Sage.Easlea D. (2012) Let’s Get It Started: The Rise & Rise of the Black Eyed Peas. Barners Street, London: Omnibus Press.Easlea D. (2012) Let’s Get It Started: The Rise & Rise of the Black Eyed Peas. Barners Street, London: Omnibus Press.Flyvbjerg B. (2001). Making social science matter. Cambridge, UK: Cambridge University Press.Flyvbjerg B. (2001). Making social science matter. Cambridge, UK: Cambridge University Press.Grossberg L. (2010). Cultural Studies in the Future Tense, Durham and London: Duke University Press Books.Grossberg L. (2010). Cultural Studies in the Future Tense, Durham and London: Duke University Press Books.Grunig J.E., Hunt T. (1984). Managing public relations. NY: Holt, Reinhart & Winston.Grunig J.E., Hunt T. (1984). Managing public relations. NY: Holt, Reinhart & Winston.Hall E.T. (1976). Beyond Culture, Garden City. NY: Doubleday.Hall E.T. (1976). Beyond Culture, Garden City. NY: Doubleday.Hall S. ([1973] 1980) Encoding/Decoding [Encoding and Decoding in Television Discourse, 1973]. In: Centre for Contemporary Cultural Studies (ed) Culture, Media, Language: Working Papers in Cultural Studies, 1972-79. London: Hutchinson, 128-138.Hall S. ([1973] 1980) Encoding/Decoding [Encoding and Decoding in Television Discourse, 1973]. In: Centre for Contemporary Cultural Studies (ed) Culture, Media, Language: Working Papers in Cultural Studies, 1972-79. London: Hutchinson, 128-138.Hall S. (1997). The spectacle of the “other”. In: S. Hall (ed.) Representation: Cultural representations and signifying practices. London: Sage.Hall S. (1997). The spectacle of the “other”. In: S. Hall (ed.) Representation: Cultural representations and signifying practices. London: Sage.Hall S. (1999). Kulturelle Identität und Globalisierung [Cultural identity and globalization] in Hörning and Winter.Hall S. (1999). Kulturelle Identität und Globalisierung [Cultural identity and globalization] in Hörning and Winter.Morley D. (1999). Wo das Globale auf das Lokale trifft [Where the global meets the local], in Hörning and Winter.Morley D. (1999). Wo das Globale auf das Lokale trifft [Where the global meets the local], in Hörning and Winter.Panofsky E. (1927). Perspektive als symbolische Form [Perspective as symbolic shape], in Vorträge der Bibliothek Warburg 1924-25, Leipzing, 258.Panofsky E. (1927). Perspektive als symbolische Form [Perspective as symbolic shape], in Vorträge der Bibliothek Warburg 1924-25, Leipzing, 258.Shankar A., Elliot R. Goulding C. (2001). Understanding Consumption: Contributions from a Narrative Perspective. Journal of Marketing Management, 17, 429-435.Shankar A., Elliot R. Goulding C. (2001). Understanding Consumption: Contributions from a Narrative Perspective. Journal of Marketing Management, 17, 429-435.Spradley J.P. (1979). The ethnographic interview. Fort Worth, TX: Holt, Rinehart & Winston.Spradley J.P. (1979). The ethnographic interview. Fort Worth, TX: Holt, Rinehart & Winston.Stake R.E. (1995). The art of case study research. Thousand Oaks, CA: Sage.Stake R.E. (1995). The art of case study research. Thousand Oaks, CA: Sage.Tungate M. (2007). Adland: a global history of advertising. USA: Kogan Page.Tungate M. (2007). Adland: a global history of advertising. USA: Kogan Page.Verčič D., Grunig L., Grunig J. (1996). Global and specific principles of public relations: Evidence from Slovenia. In: International Public Relations: A Comparative Analysis. H.M. Culbertson and N. Chen (eds). Mahwah, NJ: Lawrence Erlbaum Associates.Verčič D., Grunig L., Grunig J. (1996). Global and specific principles of public relations: Evidence from Slovenia. In: International Public Relations: A Comparative Analysis. H.M. Culbertson and N. Chen (eds). Mahwah, NJ: Lawrence Erlbaum Associates.Banks S. (2000). Multicultural Public Relations: A socialinterpretative approach, 2nd ed. Ames, IA: Iowa State University Press.Banks S. (2000). Multicultural Public Relations: A socialinterpretative approach, 2nd ed. Ames, IA: Iowa State University Press.Sriramesh K. (2000). A framework for understanding, and conducting international public relations. Paper presented at the International Public Relations Symposium, Lake Bled, Slovenia.Sriramesh K. (2000). A framework for understanding, and conducting international public relations. Paper presented at the International Public Relations Symposium, Lake Bled, Slovenia.Sriramesh K., Verčič D. (eds.) (2003). The Global Public Relations Handbook. Theory, Research and Practice. Mahwah, NJ: Lawrence Erlbaum Associates.Sriramesh K., Verčič D. (eds.) (2003). The Global Public Relations Handbook. Theory, Research and Practice. Mahwah, NJ: Lawrence Erlbaum Associates.Wright D.K. (2001). The magic communication machine: Examining the Internet’s impact on public relations, journalism, and the public. Gainesville, Florida: The Institute for Public Relations.Wright D.K. (2001). The magic communication machine: Examining the Internet’s impact on public relations, journalism, and the public. Gainesville, Florida: The Institute for Public Relations.Yaverbaum E., Bly R., Benun I. (2006). Public Relations for Dummies, 2nd ed. Wiley Publishing [access mode]: https://ixn.es/Public%20Relations%20for%20Dummies.pdf.Yaverbaum E., Bly R., Benun I. (2006). Public Relations for Dummies, 2nd ed. Wiley Publishing [access mode]: https://ixn.es/Public%20Relations%20for%20Dummies.pdf.Zaharna R.S. (2001). “In-awareness” approach to international public relations. Public Relations Review, 27:135–148.Zaharna R.S. (2001). “In-awareness” approach to international public relations. Public Relations Review, 27:135–148.

The authors declare that there are no conflicts of interest present.