2006
| US and Azerbaijan Youth Examine Advertising in a Globalizing World |
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| Date published: Dec 18 2007 |
| 2006 >> |
 In collaboration with the Azerbaijan Connections and Exchange program, School Economic Education (SEE) program connected 131 US and Azerbaijani-from West Noble High School in Indiana, Lake Mary High School in Florida, School #15 in Sumqayit, and School #1 in Ismayilli—students to examine advertising strategies in a global market. The project "Advertising Globally" asked participants to select similar products and analyze their advertisements in newspapers and magazines, on television and on the Internet, comparing them with international examples to understand the differences and similarities in cultural references, norms and tastes. One American student commented, "Most advertisements are directed to a global audience. The only difference would be if it is directed to a younger or an older audience. Some advertisers are directed to a certain country because it is local service not a product."
Using the knowledge gained in their research, the students put theory into practice by creating advertisements for three products: Nivea shampoos, plasma TV screens, and the "Guitar Hero" video-game. Using the Coca-Cola Company’s media strategy at different times and countries, as a point of analysis, the project participants created and placed their own advertisements on the www.jaazerbaijan.org/partnership website. The website also houses pictures taken during the activities and a step-by-step description of the project.
"Advertising Globally" is a part of multi-module economics partnership curriculum developed jointly by Junior Achievement Azerbaijan and Project Harmony. "Advertising Globally" will be followed by projects on conducting market research, raising start-up capital and investing in the stock market. During the project "Market Research" the students from US and Azerbaijani schools will investigate their markets and determine a product they want to take to the market of other their partner's country. The "Market Research" project will begin in February 2007. Any teachers that are interested in their class participating in the project should contact Turan Talibova at turan@projectharmony.az.
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Junior Achievement provides teachers, and schools with concrete programmes, and allows students to learn how to put theory into practice and to understand what entrepreneurship is about. In this way students gain self-confidence and motivation, become proactive and learn how to work in a team. This is an important investment in Europe's future.