TITLE:
Bridging Worlds: Exploring the Application of Cultural Dimensions in Cross-Cultural Advertising
AUTHORS:
Yushan Tong, Lingling Lou
KEYWORDS:
Cross-Cultural Advertising, Cultural Dimensions, Linguistic Symbolism
JOURNAL NAME:
Open Access Library Journal,
Vol.12 No.3,
March
5,
2025
ABSTRACT: This research explores the symbolic and linguistic components of advertising through a cross-cultural lens. Initially, the author reviews existing cross-cultural theories and synthesizes prior research on advertising within the context of cross-cultural interactions. Subsequently, the investigation focuses on advertisements from a series of globally recognized brands. Employing cross-cultural theories, with a particular emphasis on the cultural dimension theory, the author deconstructs the selected advertisements. The findings indicate that there are discernible differences in advertisements targeting Chinese consumers versus those in Western societies, attributed to varying cultural dimensions, including individualism versus collectivism and power distance, among others. The research concludes with actionable recommendations for businesses on crafting cross-culturally resonant advertising campaigns.