Today, one of the most important and creative challenges in international advertising is communicating to people of diverse cultures and nations. The challenge arises because of increasing globalization of economies, cultural and national differences, and advanced media technology. A review of the literature suggests a need for comparative analysis of advertising practices. Analyses, empirically, magazine advertisements from the US, UK, France, India and Korea to identify cross‐cultural similarities and differences in the visual appeal.
Cutler, B.D., Javalgi, R.G. and Krishna Erramilli, M. (1992), "The Visual Components of Print Advertising: A Five‐country Cross‐cultural Analysis", European Journal of Marketing, Vol. 26 No. 4, pp. 7-20. https://doi.org/10.1108/03090569210012381
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