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The MasterCard's ad example is also similar to the HSBC (Hong Kong and Shanghai Bank Corporation) "Local Knowledge" campaigns that have been advertisement in print and TV media. In the HSBC ad, particularly the HSBC print ads, the company illustrates how it is important, in the age of technology and capitalism, for business institutions to be knowledgeable about a nation's culture, since it forms the core values, attitudes, behaviors, and actions of the society. Using the slogan, "Never underestimate the importance of local knowledge," HSBC highlights different aspects of culture that can be found in nations within the Eastern and Western societies, using examples from the U.S., Germany, Indonesia, India, and a host of other countries that have distinct business cultures. Through visual images of elements that depict differences in cultures (for example, chopsticks in China and fork in the United States as the primary food utensils used in eating), HSBC effectively bridges the gap between new technology (world-class banking in the 'world's local bank') and human societies, be they old or new (societies) ones. In effect, HSBC promotes not only the banking industry, but also commits itself in the social responsibility of promoting cultures and societies all over the world. The HSBC ad mainly extends the message that through knowledge of the world's cultures, business is conducted effectively, which is the "HSBC way."

Two concrete examples highlighting HSBC's extraordinary print ads that centers on societies' cultures are found in two issues of TIME Magazine, dated June 2 and August 4 of this year.

In the June 2, 2003 print ad, HSBC illustrates three different kinds of 'delicacies' favored by nationals of three countries: China, Mexico, and France. For China, chicken feet are considered a special delicacy, grasshoppers for Mexico, and snails in France. These exotic delicacies are used to illustrate an aspect of each country's culture that is necessary and vital for its people: food, one of the essential needs and commodities of people in the world. The caption after the graphic illustrations of the chicken