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INTRODUCTION TO CROSS CULTUREADVERTISING
Cross cultural advertising means more than translation. The language, style, colors, numbersand symbols of advertising are all important factors to be considered. To outsource crosscultural marketing to a professional located in the intended target market is an effective way to broaden your global business.Cross-cultural research on advertising is a relatively new field which reflects the developmentsand trends of the last decades in economic and commercial activities. In recent years there has been an evident tendency to economic integration, especially for the countries who havereached a certain level of wealth. One of the main issues in international marketing andadvertising is whether consumers from different countries will become more and more alike or whether the differences will remain stable or even will grow more. The question is reflected at adecisional level by the dilemma of the standardization (globalization) of marketing andadvertising strategies or, at contrary, of their cultural adaptation to the paradigms and patternsrevealed by every single country / region. The last two decades saw a proliferation of cross-cultural studies, research and analysis of advertising, consumer behaviour, organizational behaviour etc. attempting to support one approach or the other.Such studies have been extremely useful in order to test the convergence of models andtastes in media and advertising consume, underlining common aspects and issues, differencesand maybe potential universalia. According to the theory of convergence / divergence of consuming habits it is possible to identify a pattern of evolution, parallel to economic growth:"initially countries converge with increased wealth but in the developed world, at a certain levelof wealth, convergence reaches a ceiling after which there is no further convergence anddifferences remain stable or increase" - such differences are determined primarily by thecultural factors. Global campaigns would be successful only in a context of cultural and behavioural convergence between the countries were they are delivered; opposite conditionswould lead to failure. Advertising "because… is strongly culture-bound, dependent on culturalfactors such as language, values, lifestyle, communication style and media habits" is thecomponent of the marketing-mix most difficult to standardize.Culture affects everything we do. This applies to all areas of human life from personalrelationships to conducting business abroad. When interacting within our native cultures,culture acts as a framework of understanding. However, when interacting with different culturesthis framework no longer applies due to cross cultural differences.Cross cultural communication aims to help minimise the negative impact of cross culturaldifferences through building common frameworks for people of different cultures to interactwithin. In business, cross cultural solutions are applied in areas such as HR, team building,foreign trade, negotiations and website design.