Final answer:
Multinational companies are increasingly favoring customization of advertising themes in different countries to appeal to diverse consumer cultures, signaling a trend away from the 'McDonaldization' of global markets.
Step-by-step explanation:
Lately, more and more multinational companies are favoring customization of advertising themes in different countries. This trend is in response to the varied and divergent consumer cultures and preferences that exist around the world. While the concept of McDonaldization posits that there is a global convergence towards standardized products and services, driven by efficiency, calculability, predictability, and control, the need for customization speaks to the ongoing demand for diversity and local relevance in advertising and product offerings. Despite fears that globalization would lead to a homogenous global culture, there is evidence of a pushback, seen in trends like the growth of farmers markets and microbreweries, suggesting a desire for uniqueness and individuality. Therefore, multinational companies are increasingly recognizing the importance of tailoring their marketing strategies to fit the local tastes and sensibilities of different global markets.