ADVERTISING AND MARKETING COMMUNICATIONS IN A CULTURAL CONTEXT: RESPECTING DIVERSITY
DOI:
https://doi.org/10.37231/apj.2025.8.SI1.811Abstract
Abstract
In today’s globalised market, marketers face increasing challenges in engaging diverse consumer groups across complex cultural environments. Many advertising strategies overlook local cultural norms, resulting in ineffective messaging and negative consumer responses. This study investigates the role of cultural sensitivity in enhancing the effectiveness of advertising and marketing communication, emphasising the importance of aligning campaigns with local values and traditions. Using a qualitative research design, the study combines content analysis of selected advertising campaigns by global companies in Indonesia with in-depth interviews involving marketing professionals and cultural consultants. Through thematic analysis, the research identifies key patterns in how cultural elements, such as language, customs, and visual symbols, are integrated into marketing strategies. The findings reveal that culturally sensitive advertising fosters greater consumer trust and emotional engagement, while campaigns perceived as culturally inappropriate or politically insensitive risk alienating their target audiences. The study highlights the critical need for marketers to incorporate cultural insights into their communication strategies. It recommends that global marketing teams collaborate with local experts and conduct thorough cultural research to enhance message relevance, avoid cultural missteps, and build stronger, more authentic connections with diverse audiences. These insights are essential for developing effective, respectful, and resonant marketing in multicultural contexts.
Keywords: Globalisation; Marketing Communications; Advertising; Culture; Local Values.
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