Yuni Retnowati(1*)

(1) Indonesian Communication Academy, Yogyakarta
(*) Corresponding Author


At first, marketing practitioners and academics consider standardized approaches to marketing and advertising strategies in globalization, and then some studies proved that the standardization of advertising across culture is not valid. Therefore, cross cultural advertising takes local culture into account when conveying messages in advertisements. Cross cultural understanding is very important in order to produce successful localized advertising that would reflect the cultural values and norms of intended audience. Challenge in cross cultural advertising is the problem of communicating to people of diverse cultural background. Cross cultural solutions are applied in areas such as language, communication style, images and cultural values. Cross cultural advertising is simply about using common sense and analyzing how the different elements of an advertising campaign are impacted by culture and modifying them to best speak to the target audience. Other challenges are determining between standardization and adaptation of cultural values content of advertising when facing different people from diverse cultures. In academic side, the challenge is preparing students to design advertisements that communicate effectively to diverse cultures.


advertising, challenge, cross cultural, cultural value, globalization

Full Text:



Adorno, Theodor W. (2001). The Culture Industry: Selected Essays on Mass Culture. London: Routledge Classics.

Benjamin, Walter (2008). The Work of Art in the Age of Mechanical Reproduction, ʻGreat Ideasʼ (trans. J. A. Underwood). London: Penguin Books

Brinkley, Alan. (1991). American History : A Survey. Mc. Graw Hill. New York.

Dahl, Stephan. (2004). Cross Cultural Advertising Research : What Do We Know about The Influence of Culture On Advertising. London : Middlesex University Business School

Eriksen, Thomas Hylland. (2007). Globalization : The Key Concepts . Oxford: Berg

Flybring, Johan. (2012). Is it Still Possible to Distinguish Between High and Low Culture? Retrieved from https://johanflybringessays.

Hemer, Oscar and Thomas Tufte. (2005). Media and Glocal Change. Rethinking Communication for Development. Buenos Aires, Göteborg: CLACSO/Nordicom.

Hofstede, G. (2011). Dimensionalizing cultures: The Hofstede Model In Context. Online Readings in Psychology and Culture. Retrieved from

Hopper, Paul. (2007). Understanding Cultural Globalization. Cambridge: Polity Press.

Hung, KH, Li, SY &Belk, RW. (2007). “Global Understanding : Female Readers Perceptions Of The New Woman In Chinese Advertising” Journal of International Business Studies. Vol 38 No 6. p 1034-1051

Jones, JP. (2000). International Advertising: Realities and Myths .Thousand Oak, California : Sage Publications.

JS, Hill & JM, Winski. (1987). Good bye Global Ads : Global Village is Fantasy Land for Big Marketer. Advertising Age Vol 58, No 49, p. 22-36

Kansal, Purva. (2012). Advertising Appeals of Globalization Companies: Cross Cultural Lesson From India and US OTC Drugs Industry. Conference Conducted at UNA Campus, Himachal Pradesh, India.

Koga, Yago & Pearson, Bethyl A. (1992). “ Cross Cultural Advertising Strategies in Japanese Vs American Women’s Magazines,” Journal of Intercultural Communication Studies Vol 2, No 1, p. 23-40

Lang, Kurt & Lang, Gladys Engel. (2009). “Mass Society, Mass Culture, and Mass Communication: The Meaning of Mass,” International Journal of Communication 3. p.998-1024.

Lin, Ye, Koroglu, Didem & Olson, Lyle. (2012). The influence of Cultural Values in Advertising . Examples From China and The United States. Conference Conducted at Istanbul , Turkey.

Mooij, MD. (1997). Advertising Worldwide-Concepts, Theories and Practice of International and Global Advertising. Prentice Hall Publications. Paradoxes. Sage Publications. Inc

Malefyt & Moeran. (2003). Advertising Culture. UK : Berg.

Moriarty, SE. (1997). Advertising Creative Strategy : Theory and Practice. New York : Prentice Hall Publications

Neuliep, JW. (2003). Intercultural Communication : A contextual Approach. 2nd.e. Boston : Houghton Mifflin Company.

Okazaki, Shintaro. Mueller, Barbara. Taylor, Charles R. (2010). Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell and Hard- Sell Advertising Appeals Between U.S. and Japanese Consumers. Journal of International Marketing. Vol. 18, No.2, p. 20-34

Parry, Linda.(2010) . Cross Cultural Advertising. Retrieved on 14 November 2014 from www. chrone.com

Payne, Neil. (2004) . Advertising in Contemporary Society. Retrieved on 14 November 2014 from asp

Pease, Allison. (2000). Modernism, Mass Culture and The Aesthetics of Obscenity. Cambridge : Cambridge University Pers

Roberston, Roland. (2009). Gobalization : Social Theory and Global Culture. London : Sage

Sauciuc, Gabriela. (2002). Cultural Values in Danish Advertising. Retrieved from www.limbistraine. com/ro/cercetare/Gabriela-Sauciuc/1. Introduction-to-cross cultural-advertising-research html

Sotomayor, Jesus Maroto Ortiz. (2000). Cross Cultural Digital Marketing in the Age of Globalization .Unpublished Ph.D Thesis. Universitat Rovira I Virgil, Tarragona, Spain. Retrieved from MinorDissertation pdf

Steger, Manfred. (2009). Globalization: A Very Short Introduction. USA: Oxford University Press.

Wei, R , & Jiang J. (2005). Exploring Culture’s Influence on Standardization Dynamics of Creative Strategy and Execution in International Advertising. Journalism and Mass Communication Quarterly, 82 (4), p. 838-856 349


Article Metrics

Abstract views : 23679 | views : 10615


  • There are currently no refbacks.

Copyright (c) 2016 Yuni Retnowati

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

free web stats Web Stats

ISSN 2302-9269 (online); ISSN 0852-0801 (print)
Copyright © 2022 Humaniora, Office of Journal & Publishing, Faculty of Cultural Sciences, Universitas Gadjah Mada