EMPIRICAL INVESTIGATION ON IMPACT OF CULTURE ON ADVERTISING STRATEGY

Advertising is any paid form of non-personal presentation and promotion of goods, services, or ideas by an identified sponsor. The purpose of this study is to explore the relationships between cultural dimensions and particular characteristics of advertising. From these perspectives, mass media and culture are closely related and are not easily separated. This paper examines the impact of culture on advertising from an ad content perspective by interpreting advertising messages and transcribing the embedded values on advertisements.