Styles of Communication Danubus University of Galati, Romania
Abstract
This paper considers the narratives in mobile phone commercials during a period of
unprecedented market expansion. How was the fastest growing global sector in 2012 sold to consumers in
different countries and cultures, and how have mobile brands, that differentiate themselves on service
personality, conveyed their uniqueness within different global markets? The following research identifies
regional characteristics in genres of mobile telecommunications advertising, including motivations and
modes of address deployed for different geographic territories. By tracking narrative patterns through a
significant sample of mobile commercials we have chartered the variety of message types, identified how
brands have used localised customer insights and adjusted to regional variations. Conclusions highlight
storytelling techniques used within glocal creative strategies of multinational campaigns, plus the nuances
and patterns of targeted and generic campaigns. [ABSTRACT FROM AUTHOR
