The debate over standardization and adaptation had taken a prominent shape in the 1950’s. One can talk over the issue from the perspective of an academician or a practitioner. Many a times this controversy has lead surveyors to prefer both standardization and adaptation to a certain degree depending on the situation.
The scenario in the 1950’s was more towards adaptation than anything else. The members of the ad agencies believed that a company must consider the culture, capacity, buying behavior and characteristics for advertisement. They believed that a company is supposed to make proper translation when adapting advertisement in a particular country. Advertisement had to be adapted according to culture during translation. There was an opposition from Cornejo of Washington Corporation who believed in standardization on grounds of avoidance in duplication and efficient use of resources. Most academicians came to the same conclusion of adaptation just that there reasons were different. They were in favor of adaptation because they considered education, language, customs and methods of living to be different.
1960’s saw an improved inclination towards standardization. Practitioners were of the view that advertisement should be followed by surveying the product or the service, quality, market intended etc. It was for the first time that substantial benefits of standardization could be seen in the form of strength of uniformity and advantage of economy. Development in communication was another factor responsible for the increment of standardization. Practitioners were of the view that it was the need of the hour to look for common denominations than differences. This could be debated by the difference in nature of attitudes. Even during these periods, i ...