“ Localizing does not simply mean making specific allusions to a culture. Nor does globalizing mean having a faceless homogenizing front for a corporation. Obvious cultural taboos aside, overthinking about “the right balance” may not always be helpful. Even terms such as “glocalization” may still be implying a false dichotomy. The emotional appeal comes from your advertising being honest and authentic, not containing overt cultural references. That is what makes a brand human, and humans are not always so different.”
Jonathan Mak Long , interviewed in Evan Osnos’ New Yorker blog.
Jonathan is a 20 year old Hong Konger designer, whose first ad is this: