How Advertising Can Play a Part in Preserving an Endemic Culture - Research Paper Example

The study sought to establish whether advertising can unite people and preserve their cultural values. From the findings in this research, it emerges that advertising has the potential to alter the perceptions of people and hence unify them. Future research should focus on understanding the potential impact of cross-cultural advertising in other countries.Culture refers to various customs, beliefs, and values that define any society. This means that a society can be understood from its cultural point of view, and the corresponding characteristics that define it.

As such, any form of interactive activity geared towards a community must be within the cultural expectations. Consequently, culture has always played a crucial role in the way that advertisements are crafted. As per Global Works CEO, Yuri Radzievsky (2011), ‘Brands that wear cultural relevance like a second skin are more likely to succeed than brands that generalize their approach to a distinctive market place.’ This contextualized the study, consequently augmenting the fact that advertising has relied on culture to deliver a message effectively.

This is what entails the whole concept of Cultural Advertising. Furthermore, the current element of globalization has resulted in the industry adjusting accordingly, and this necessitated the need to move from a cultural-based advertising platform to a cross-cultural one. This has been facilitated by the developments in social media that make it possible to share content widely and rapidly among consumers. As much as this seems to be a noble idea, it has raised questions regarding the effect of designing advertisements across platforms.

In light of this, the controversy generated raises the question, is cross-cultural advertising bringing a unified message or a unified culture into a society? The cross-cultural strategy is increasingly getting growing negativity and rejection from the public.