This research examines global advertising strategies and tactics in four Asian cultures: Hong Kong, Japan, Shanghai and South Korea. A content analysis of outdoor advertisements, one of the last mass media platforms with visuals for all to see, but as an ephemeral communication, little studied, are sampled from high-density, high traffic areas of each cultures. A literature review of global branding and advertising theory, including local and standardization strategies, will provide a foundation for investigation. Review compares differences and similarities in advertising tactics, including model selection, product category and product origin. The study is unique as it compares advertising messages within Asia to highlight current advertising executions and trends in advertising and branding as well as expand the scholarship on this growing region.