Abstract:
This article explores the role of cultural aspects in advertising discourse and their importance in international marketing. It examines the various elements of culture, such as values, rituals, symbols, beliefs, and thought processes, and their impact on advertising. The article also discusses criticisms and limitations of cultural aspects in advertising discourse, such as cultural stereotypes and misrepresentations, difficulty in understanding cultural nuances, and inappropriate use of cultural elements. Moreover, it highlights the importance of cultural aspects in advertising discourse, including building rapport with the target audience, enhancing brand image and credibility, and increasing sales and market share. The article concludes by emphasizing the need for cultural sensitivity in advertising discourse and its implications for international marketing efforts.
|