Cross-cultural advertising In a Global Society
(Undergraduate Research Team: Franziska Pirkl, Adam Albrecht, Kevin Chaouat)
Abstract: Cross-cultural advertising is the branding and marketing of products and/or services to several diverse cultures simultaneously. Through the rise of globalization and the development of American corporations throughout the globe, cross-cultural advertising is a way of the future, allowing corporations to increase target markets and lead to a rise in annual profits. Since global cultures differ in values, the process of cross-cultural advertising is a sensitive practice requiring visual communication to vary in content: language, image, message, and media.
Keywords: cross-culture advertising, visual communication, branding, marketing