ABSTRACT
This chapter reviews research on the effects of culture on advertising practices. Culture is broadly defined as the norms, values, and beliefs learned and shared by a group of people. Culture can refer to a variety of groups or subgroups, such as nations; communities; corporate cultures; religious, ethnic, or racial groups; teens; and even global culture. The various facets of culture greatly impact the advertising process, both within and across nations, as well as the effectiveness of advertising. We review theories and research related to these issues, discuss trends, and provide insights for advertising practitioners and researchers.
