Global vs. Local: A Study of Cross-Cultural Advertising in the Automotive Industry

Abstract

In the modern globalized world, international companies advertise their products and services to linguistically and culturally diverse audiences; therefore, they need to consider the cultural peculiarities of their target markets. This study explores and compares linguistic and cross-cultural advertising solutions of international car manufacturers Volkswagen and Fiat. A total of 457 advertisements were analyzed using semiotic analysis of visual and verbal elements reflecting Hofstede’s cultural dimensions. Customers’ reactions to specific advertisements were also studied through semi-structured interviews to evaluate the effect of the companies’ advertising solutions. The results show that Volkswagen and Fiat use different linguistic and marketing methods of advertising adaptation and rendering Hofstede’s cultural values. While some universal customer attitudes were identified, the results revealed the importance of culturally sensitive advertising and the role of social contexts.

Keywords

Intercultural communication / advertising / Hofstede’s cultural dimensions / semiotics / culture

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