International advertising is a commercial activity that requires cultural knowledge to effectively communicate with target audiences in different countries. It reflects society’s values and promotes Western cultures and values. The global industry consists of small to large advertising agencies that create global or regional campaigns to build a global image for products and services.
Advertising is a paid message used to promote a product, service or idea to a specific audience. International advertising refers to advertising that takes place in multiple countries around the world. Effective advertising requires specialized cultural knowledge that takes into account the differences between target audiences in different countries. International advertising is considered not just a communication process, but a commercial activity, an industry and a reflection of society as a whole.
The main objective of advertising is to communicate effectively with the target audience. The communication process involves multiple aspects which are influenced by media, culture, literacy and language. For example, a multinational corporation that wants to place ads in newspapers will find that their ads will most likely not be successful in countries with significantly low literacy rates. Also, cultural norms and values differ between countries. For example, a TV commercial for birth control is of no concern in many Western countries, while the same commercial broadcast in a conservative Muslim country, such as Saudi Arabia, can be highly controversial.
International advertising can also be considered a business practice whereby an advertising company attempts to influence audiences in other countries about itself and its products and services. Advertising agencies decide whether to create global or regional campaigns that can build a global image about a product or service. Agencies create advertisements and place them in advertising media around the world.
The global international advertising industry is made up of a vast network of advertising agencies. The network consists of small to medium-sized agencies located within one country and large agencies that have multiple offices in multiple countries around the world. This industrial network is responsible for communication through the commercial activity of advertising.
Finally, international advertising reflects multiple aspects of society, including values, morals, lifestyles and gender roles. The image of a product or service created by advertising plays a role in promoting specific aspects of the company. Criticism of the global campaigns claims that these images are promoting Western cultures and values. International advertising can act as a force that promotes these cultures and values with many products becoming objects of desire for others around the world. Furthermore, communicating through a regional or global campaign can also promote integration and diversity by establishing common ties and creating universal symbols that can connect people from different areas of the world.
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