The International Advertising Framework in the Covid-19 CrisisCase Study in Germany, Italy, Spain and United Kingdom

Transculturation describes the phenomenon of merging and converging cultures. Quantifying culture in advertising helps to define the relevant emotional palette a brand can use with a particular audience, as emotions are often conveyed by culture and drive engagement, brand recall and purchase intent. What is more, International Advertising strives for being more cost efficient by merging cultures despite if their own idiosyncrasies. Framed in the Worldwide COVID-19 crisis and the divergent country responses to it, we used the Hofstede method to affirm that the only way to drive engagement, brand recall and purchase intent in International Advertising is plotting countries with similar cultural imaginary

The International Advertising Framework in the Covid-19 CrisisCase Study in Germany, Italy, Spain and United Kingdom

Transculturation describes the phenomenon of merging and converging cultures. Quantifying culture in advertising helps to define the relevant emotional palette a brand can use with a particular audience, as emotions are often conveyed by culture and drive engagement, brand recall and purchase intent. What is more, International Advertising strives for being more cost efficient by merging cultures despite if their own idiosyncrasies. Framed in the Worldwide COVID-19 crisis and the divergent country responses to it, we used the Hofstede method to affirm that the only way to drive engagement, brand recall and purchase intent in International Advertising is plotting countries with similar cultural imaginary.

Standardisation Versus Cultural Adaptation: The Case of Language of Advertisements in Turkish and German

In the course of globalization, there are more and more companies that sell their products internationally. In particular international branded products have achieved a major upturn in the Turkish and German markets in recent years. A functioning international advertising is one domain where it is significant to distinguish between standardized - formally and content wise identical - and differentiated -adapted to the respective country. On the other hand, it is questionable whether standardization can be successfully implemented in all countries. Numerous factors with regard to country-specific characteristics - such as culture, underlying values and the form of society - play an important role here. The foundation of standardization is formed by an identical core message in all countries and has the goal of addressing and indirectly influencing the audience. Thus, an advertising message represents the decision-maker about the (in) efficiency of the advertisement or (non-) consumption of the product. Today, the product is attached to less functional, but mainly subjective characteristics that are supposed to cause emotions. This is especially true for branded products, as they try to build trust and build a bond with the consumer. Nevertheless, since often formal and content elements of the commercial - depending on the culture - can cause different interpretations and emotions, special attention must be paid to country-specific features and differences, especially when designing standardized commercials. However, it is possible to circumvent these cultural peculiarities by resorting to universal appeals. With this viewpoint, the present study aims to find out to what extent commercials are standardized or culturally adapted within the context of international comparison between Turkey and Germany.

WORLD ADVERTISING MARKET: MAIN DEVELOPMENT TRENDS

The article defines international advertising as a process of communication and sales organization in foreign markets. The reasons for the intensive development of modern international advertising, including increased production and globalization of markets, reduced costs for packaging and labeling caused by standard approaches, the emergence of a global consumer segment, interpenetration of different cultures, introduction of common cultural standards, accelerated development of global media. The characteristics of evolutionary models of the advertising market are given. The advertising market is defined as a target market of marketing communications, which develops independently, with a system of economic relations between the participants of advertising activity and target consumers and functions in constant connection with the tendencies of the commodity market. It was found that the advertising market is developing in almost all directions, and new types of advertising (Internet, online technology) are characterized by a sharp rise in advertising, which led to the creation of a new type of advertising market - integrated or global advertising space. The modern tendencies of development of the world advertising market are analyzed, the structure of expenses for advertising all over the world is resulted. The strategic directions of development of advertising activity of the leading advertisers in the world market are analyzed. The influence of digital technologies, which continue to stimulate global growth of investment in advertising and transform traditional mass media, is substantiated. Promising directions of development of the main segments of the world advertising market are outlined, among them increase of expenses for digital advertising in the world, growth of a role of social networks and online video as a segment in the field of digital technologies, growth of expenses for mobile advertising, saving on TV and radio advertising. advertising market, the development of outdoor advertising based on the transition from addressing opportunities to expand the customer experience through technologies such as VR and face recognition, the outflow of advertising budgets for print media.