Influence Of Cultural Values On Advertising Essay

Influence of Cultural Values in Advertising Name: Institution: Introduction Commercial products of multinational companies are being marketed to people from different cultures owing to an increased growth in the world economy (Lin, 2012). Samli (1995) states that in most cases, consumer attitudes are largely driven by the framework of their culture. Mooji points out that global marketing strategies are not culture-free and should not be because its influence on consumer behavior is profound (1998, 2005) .In his article â€Å"The Globalization of Markets†, Levitt (1983) argued that customers can be persuaded by the same advertising appeals and values, irrespective of the culture they belong to. Different frameworks have been used to examine culturally based advertising and subsequently how culture impacts advertising. Two of such frameworks to be highlighted are: i.) low/high context, collectivism/individualism, hard/soft sell appeals (Lin et al., 2012); ii.) sociological research; ethnology inspired research and cross-cultural psychology inspired research (Dahl, 2004). Various authors examined advertisements in countries representing the Far-East (China) and Western (U.S.A.) countries in regard to the two contexts stated. i.) Low/High Context, Collectivism/Individualism and Hard/Soft Sell Appeals Lin et al. (2012) reviewed advertisements of similar products in the two countries and found that commercials in the United States contained a higher level of low contextShow MoreRelatedAdvertisement And Culture Of The Media1658 Words   |  7 Pages Advertisement and Cultural Transformation in Middle East: In Special Context to Oman Abhishek K. 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