Conclusion

     All in all, after comparing the three ads of Nescafe in the U.S., China and Germany by analyzing rhetorical strategies, I drew the conclusion about Nescafe’s great popularity in three countries (especially in China) from two aspects: Similarities and Differences. In terms of similarities, Nescafe’s symbols and logo are the same throughout the ads, in an effort to be more recognizable. The other aspect, differences is more superior from my view. It is because Nescafe’s marketing strategy is global in the sense that the company varies its advertising messages and product formulation to suit cultural differences, including diverse consumer attitudes and preferences. That is an essential point that many other multinational coffee brands' corporations have to think about and learn from.

Works Cited

Individualism: William Harms  America’s individualist culture influences the ability to view others’ perspectives The university of Chicago Chronicle,Vol.26 No.19, July 12, 2007
Data source: http://www.chinahighlights.com/travelguide/culture/
German: http://www.kwintessential.co.uk/resources/global-etiquette/germany-country-profile.html