What is international advertising?

Advertising is a paid message used to promote a product, service or idea for a particular audience. International advertising concerns advertising that is made in several countries around the world. Effective international advertising requires specialized cultural knowledge that considers differences between the target audience in different countries. International advertising is considered not only the communication process, but also the business activity, industry and the reflection of the company as a whole. The communication process includes several aspects that are influenced by the media, culture, literacy and language. For example, a multinational company that wishes to place ads on newspapers will find that their ads are most likely unsuccessful in countries that have a significantly low level of literacy. In addition, cultural standards and values ​​between countries differ. For example, a television control of contraception does not cause concern in many Western countries, while the same advertisement broadcast in a conservative Muslim country such as Saudi Arabia, canthat be very controversial.

International advertising can also be considered a business practice that an advertising company attempts to influence the audience in other countries and its products and services. Advertising agencies decide whether to create global or regional campaigns that are able to create a global image about a product or service. Agencies create ads and place them in the media around the world.

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worldwide international advertising industry consists of a large network of advertising agencies. The net consists of small and medium agencies located in one country and large agencies that have more offices in more countries through the world. This industrial network is responsible for communication through business business activities.

Finally, international advertising reflects more aspects of society, including values, morality, lifestyle and gender roles. An image of a product or servicecreated by international advertising plays a role in promoting specific aspects of society. Criticism of global campaigns claims that these images are supported by Western cultures and values. International advertising can act as a force that supports these cultures and values, and many products become the subject of desire for others in the world. Communication through a regional or global campaign can also support the integration and diversity of creating conventional bonds and creating universal symbols that are able to connect people from different areas of the world.