I attempt to review and to deepen the concept of migratory advertising, using in my work as categories of analysis, the advertising images and the dialogue with the consumers and the shop owners from London and Catalonia (Spain). The feeling that I get every time I interact with shop owners and customers is that what worries them is not going global but keeping it local, upholding sticking to the identity of the group and making a business out of it.
The consumer will thus be motivated to seek the product that the messages have presented as a response-solution. Consumers do not only buy the products, but also the satisfaction of their motives or solutions to their problems.
Their type of advertising, in the Arab shops, does not comply with the strategies of a newly launched product on the market. It couldn’t and it wouldn’t since it is all related to selling geographical roots not to copying the Western European advertising principles. Shop owners know that the immigrants have a preference towards reference products, towards products of their countries of origin. I have noticed in certain shops local products on sale, which I have interpreted as a strategy to attract Western European costumers. However, the target costumer group remains Arabic.
The slightly higher prices of these ethnic shops are not an impediment to good business.
|Keywords:||Migratory Advertising, Ethnic Markets, Arabic Merchants|
Researcher, Universidad Rovira i Virgili, Tarragona, Spain
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