Abstract

Experts believe that globalized advertising has homogenized consumers’ needs and wants, altering many long-standing social and cultural lifestyle practices. Specifically, advertising has infected the international community with westernized ideals. But each multicultural target will interpret visual/verbal stimuli differently. Being aware of all cultural differences can affect the way the target audience responds to a message. This paper addresses some of the key considerations in executing a successful global ad campaign. By covering key issues, guidance is offered regarding brand life cycle, cultural standards, language, color, and symbols.