Speaking of glocalization

Feb 5, 2007

Does anyone know of a systematic comparison of the “I’m a Mac, I’m a PC” commercials? The US and UK ones don’t seem very different–as much as it pains me, the UK PC stacks up surprisingly well against John Hodgman.

The German and French variants look to be just dubbed version of the US editions. I can’t parse the Japanese ones, but they seem to be about as localized (or not) as the UK versions.

At the very least, the ads might provide a snapshot of similarities and differences in “loser suit” and “laid-back dude” archetypes across multiple countries. I wonder, however, how well the ads travel to other settings; do the Mac commercials work as well in the UK, France, or Japan as they do in the US?

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Daniel H. Nexon is a Professor at Georgetown University, with a joint appointment in the Department of Government and the School of Foreign Service. His academic work focuses on international-relations theory, power politics, empires and hegemony, and international order. He has also written on the relationship between popular culture and world politics.