Advertising and multicultural themes. An analysis of methods of research

Abstract

The design of standardized advertising is marking an important trend as part of the creative and marketing strategies to project the brands and products in different countries and platforms. Thus, advertisers seek to improve the effectiveness of the messages in their potential audiences, often without considering other factors such as social and cultural structure modeling approach to perception and media consumption. This phenomenon has also been of interest to researchers in the marketing communication, which is seized in recent years to study and compare the response to advertising messages in different cultural contexts. The research presented here develops a content analysis of cross-culture articles published in the three reference journals in the field of advertising. Results indicate a predominance of quantitative studies based on content analysis.