An Overview of International Advertising: A Review Article on Current Global Advertising

Abstract- International advertising involves the distribution of a commercial message to target audiences in more than one country. It is the communication process that takes place in different cultures that differ in terms of values, rituals, consumption patterns and communication styles. Creation of commercial advertisements and buying media are the business activities involving in international advertising. Advertisers and the advertising agencies play a major role in advertising takes place in other countries. The target audiences in other countries or different geographical areas can be vary in terms of religion, language, how they perceive or interpret stimuli or symbols, most importantly culture the level of literacy as well as the way they respond to commercial appeals. Because of these differences in target audiences advertisers need to consider different degrees of two types of advertising strategies, standardization and adaptation. Even though the research in the field of international advertising produced numerous literatures, there is less attempts to assess the challenges in international advertising. This essay entails the difficulties the advertisers and the advertising agencies face in the international market