Nescafe’s global advertising strategy------Introduction from cultural aspect

      As the largest food company in the world measured by revenues, Nestlé, with its renowned products such as baby food, milk, coffee, and breakfast cereals has had access to nearly every household. Besides, it is not difficult to find that this brand has a time-honored history, as it was originally founded in 1867 by Henri Nestlé. In the context of the many factors that determine Nestlé’s lasting success during more than a hundred years, advertising strategy is a minor and yet significant element. Nestlé employs a “think globally, act locally” marketing strategy. For example, although the symbols and logo are the same throughout the ads, the marketing advertisements targeting different locations and regions often are different in terms of language and advertising appeal. The three pictures in the following pages are Nescafe's instant coffee ads in America, China and Germany. To throw light on Nescafe’s advertising strategies for other fellow coffee brands' sake, I would like to analyze rhetorical strategies of pathos, logos, ethos and kairos of the ads to find out why Nestlé can stand a chance of being unrivalled in the international market.