ABSTRACT
The need for appropriate cross-cultural communications strategies in different markets around the world is an accepted part of marketing practice. It is therefore interesting to note that academics in the early 1960s found little support for this new area of work among their colleagues (Dunn 1994). At the time companies were split as to whether cultural differences between consumers should be taken into account when designing advertising campaigns (Donelly 1970). A recent analysis of international advertising articles published in major advertising, marketing, and international business journals between 1990 and 2002 revealed 122 articles (Zou 2005). Articles concerned with cultural values came in fifth position with 14 articles behind those concerned with standardization (34), consumer response (26), advertising content (18) and social issues (17). Interestingly, some of the articles with the highest citations were those that focused on cultural differences (Zinkhan 1994).
