Introduction

For my final media project, I decided to compare advertisements in different countries with the United States. I will be focusing on the United Kingdom, China, and Brazil. I chose these countries because they each have different cultures and values that correlates with how they advertise. I first looked up what the definition of international advertising is. According to Section 5.2, Article 31 of New York University Stern School of Business, "International Advertising entails dissemination of a commercial message to target audiences in more than one country. Target audiences differ from country to country in terms of how they perceive or interpret symbols or stimuli, respond to humor or emotional appeals, as well as in levels of literacy and languages spoken...International advertising can, therefore, be viewed as a communication process that takes place in multiple cultures that differ in terms of values, communication styles, and consumption patterns." Global marketing is starting to associate with international advertising due to countries wanting similar products or services. Understanding different countries' cultures and values are significant factors in having a successful global marketing, especially reflecting on the target audience's cultural values. On my site, you will be able to gain knowledge on how different countries advertise their products/services. Enjoy!