Intercultural Communication, Globalisation and Advertising: The influence of culture in global advertising campaigns

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Focusing on the intersection of culture and advertising, this essay explores the concept of advertising standardization in the context of overlapping cultures. It emphasizes the need to define culture before examining globalization's impact on advertising practices. The paper critiques Hall's and Hofstede's frameworks for cross-cultural communication in advertising, highlighting their strengths and weaknesses. Ultimately, it proposes a hybrid advertising strategy that integrates both localized and standardized approaches, aiming to enhance effectiveness in diverse cultural landscapes.