Advertising and Culture

Importance of culture in advertising by Suzanne Robbe


Businesses in many sectors of the economy are continually becoming global. Technology continues to make the world smaller, and this offers a new business opportunity to local companies (Robbe par. 2). To enter these new markets and be successful, they must have a good advertising strategy. Without learning about the cultures of their clients and customers in the new market, they are doomed to fail. A good advertisement in one country may be offensive in another market because of cultural differences. A successful marketing campaign results when you can persuade people you have a product that satisfies their need and wants (Robbe par. 5).

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Cultures act as a basis and a framework for people to understand one another. In different cultures, there are different value systems, languages, and religions. The advertising message must reflect the attributes of attitudes, social organization, aesthetics, and the political life of the market. These cultural values are the roots of a consumer understating of consumption. Advertising is passed on through language, be it words or image, all of which must reflect the culture of whom it is directed (Robbe par. 7). Culture is a weapon that causes the rise or fall of a business brand. Marketing personalities must adopt the appropriate methodologies to advertise their products and services, knowing that culture influences what people consume, as advertisement influence choice.


In essence through advertising media may change a culture; to a large extent, it’s the cultural values that influence advisement on the mass media

Compelling quote from the article

“The key to successful advertising is to persuade people that you have the product that they want and need, and that product will fit them like a glove” (Robbe par. 3)

Emotional appeal in recruitment advertising and applicant attraction: Unpacking national cultural differences by Jing Han and Juan Ling


Advertising is an important marketing tool that is available to the corporate sector but is has come under criticism due to the images it portrays. It has a way of communicating a message that affects every member of the society (Han and Ling 33). The techniques that advertising campaigns have is closely connected to the principle of consumption. Consumers by whatever advertisements say about a product.

They buy whatever an advertisement company says is good even if it does not reflect on their true cultural values. Advertising and media, in general, are being used to transform cultural values that were hitherto seen as taboo to be viewed as the right ones. It has sold images of cultural values that are misleading ((Han and Ling 61). It associates bad behavior as being cool, thus promoting false values.


Advertising and media play a role in changing how people perceive behaviors and cultural values. As they consume more and more advertising messages, they become more and more accustomed to copying what they see and hear and transfer it to their culture.

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Compelling quote from the article

“The world is becoming a commonplace in which people desire the same product no matter where they live and their lifestyle” ((Han and Ling 66).

Impact of Cultural Value’s Stability on Strategy of intercultural advertising by Kristina Podolski and Rasa Jakstaite


Cultural values reflect the common ideas society has about what is good, fair, and should be pursued by the society. Cultural values have the characteristics of reflecting the subjective and emotional beliefs of a society, underline specific behaviors that should be pursued, guide situations and priorities, and encourage pursuing certain goals. Studies have shown that cultural values tend to remain relatively stable over time (Podolski and Jakstaite par. 2).

The change in cultural values is occasioned by consumption. Globalization eliminates borders of cultures. People henceforth evaluate what they consume on the basis of conversations they have with others of a different cultural value. Consumers change their perceptions about a product when their cultural concepts are changed. Cultural change that involves conversion, creation, and connection of value enables the stakeholders concerned to benefit from intercultural advertising. Value connection is where people create connections between elements, while value creation is where a different perception is adopted (Podolski and Jakstaite par. 5).

All these changes in cultural values occur due to migrations, media, and tourism. Popular culture and media are closely interlinked. Media has created celebrities that dominate public opinion and conversations. The media (print, audio, video, and online) has become a common tool that people use to advertise their products, and this means that this platform has a significant impact on the public. Values may change due to acculturation, where one culture overtakes another (Podolski and Jakstaite par. 6). In the end, no one is forced to accept a new culture because people are influenced by media and technology.


Cultural values change due to the creation of popular culture by the media icons.

Compelling quote from the article

“External environment changes the cultural values slowly which are observed within several generations” (Podolski and Jakstaite par. 2).

Media culture and societies: Theoretical Approaches by Glyndwr


The social role of the media has been shown to be connected to the issues of culture. Media is a large contributor to cultural values, beliefs, and social practices in a society. It forms and produces the collective identity of the society and reflects what the society stands for. Media may also be seen as a strong mouthpiece of the influential minority in the society (Glyndwrl par. 3). These ‘influential’ minorities represent leaders of religious groups, celebrities, and political leaders. They shape what people believe, think, and perceive things. It has thus been argued that the media produces a popular culture for a mass audience.

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These influential persons popularize a certain culture. Proponents of this view say that media creates cultural products that are designed for an undemanding and discriminating mass audience. The mass audiences they argue do not critically think but blindly follow media personalities; therefore, they conclude what matters most for this group what the media personalities say and do. Critics to this argument, on the other hand, differ, saying that now there are other audiences who are more authentic and more valuable and will retain a working culture despite interferences with the media (Glyndwrl par. 6). They have a serious culture they must preserve. Their cultural standards do not decline despite the popular culture. Even with new forms of broadcasting, they retain cultural mediocrity.


The media create popular taste and cultural values in society. The media is persuasive in creating versions of what we consider right, the values that people hold, and the beliefs they have. Audiences of media messages retrieve the meanings of the language it uses to reflect on what they will take and leave.

Compelling quote from the article

“Media and advertising attempt to answer the questions of the society’s cultural value, by powerfully maintaining social cohesion for constructing or reproducing social consciousness and values” (Glyndwrl par. 3).

Works Cited

Glyndwr. Media culture and societies: Theoretical Approaches. Glyndwr, 2012. Web.

Han, Jing, and Juan Ling. “Emotional appeal in recruitment advertising and applicant attraction: Unpacking national cultural differences.” Journal of Organizational Behavior (2016). Print.

Podolski Kristina and Rasa Jakstaite. Impact of Cultural Value’s Stability on Strategy of intercultural advertising. Social Value International, 2015. Web.

Robbe, Suzanne. Importance of Culture in Advertising. eMarketing Blog, 2014. Web.

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