I think the marketing you refer to in respect to McDonalds and Coke and all those is very relevant.

Even more than that, I think the marketing that Hollywood does has an even bigger effect.

People who have never been to the US but have watched Hollywood movies may well get the impression that everyone there looks like a model, drives and expensive car and lives in an expensive house.
More importantly, they might get the impression that, although there are bad guys there, that the good guys always win.
The reality is far different, with 60% obesity, lots of people homeless or below the poverty line and one of the highest crime rates in the world.

I know that most Japanese people who go there come back with a VERY different view of the place.. and NOT wanting Japan to be like that..