This research explores the symbolic and linguistic components of advertising through a cross-cultural lens. Initially, the author reviews existing cross-cultural theories and synthesizes prior research on advertising within the context of cross-cultural interactions. Subsequently, the investigation focuses on advertisements from a series of globally recognized brands. Employing cross-cultural theories, with a particular emphasis on the cultural dimension theory, the author deconstructs the selected advertisements. The findings indicate that there are discernible differences in advertisements targeting Chinese consumers versus those in Western societies, attributed to varying cultural dimensions, including individualism versus collectivism and power distance, among others. The research concludes with actionable recommendations for businesses on crafting cross-culturally resonant advertising campaigns.
Cite this paper
Tong, Y. and Lou, L. (2025). Bridging Worlds: Exploring the Application of Cultural Dimensions in Cross-Cultural Advertising . Open Access Library Journal, 12, e2803. doi: http://dx.doi.org/10.4236/oalib.1112803.
Dahl, S. (2004) Cross-Cultural Advertising Research: What Do We Know about the Influ-ence of Culture on Advertising? SSRN Electronic Journal. https://doi.org/10.2139/ssrn.658221
Amatulli, C., Pino, G., Iodice, M. and Cascio, R. (2016) Linguistic and Symbolic Elements in Luxury Fashion Advertising: A Qualitative Analysis. International Journal of Business and Management, 11, 265-271. https://doi.org/10.5539/ijbm.v11n9p265
Okazaki, S. and Mueller, B. (2007) Cross‐Cultural Advertising Research: Where We Have Been and Where We Need to Go. International Marketing Review, 24, 499-518. https://doi.org/10.1108/02651330710827960
Nilsson, A. and McCahan, T. (2018) Signs from Above: A Quantitative Study on Se-miotics and Cross-Cultural Marketing. https://lup.lub.lu.se/student-papers/record/8947892/file/8947908.pdf
Saleem, S. and Larimo, J.A. (2015) Hof-stede Cultural Framework and Advertising Research: An Assessment of the Literature. 14th International Conference on Research in Advertising, Birkbeck, 2-4 July 2015. https://www.researchgate.net/publication/279924125
Jan, J., Al-share, K.A. and Lane, P.L. (2022) Hofstede’s Cultural Dimensions in Technology Acceptance Models: A Meta-Analysis. Uni-versal Access in the Information Society, 23, 717-741. https://link.springer.com/article/10.1007/s10209-022-00930-7
Li, L.W. (2024) The Translation of Chinese and Western Business Advertising Slogans under Hofstede’s Cultural Dimensions Theory. Region—Educational Research and Reviews, 6, 25-29. https://front-sci.com/journal/article?doi=10.32629/rerr.v6i7.2301
Zhang, N. (2014) A Compar-ative Study of Conceptual Metaphors in English and Chinese Advertising Slogans from a Cross-Cultural Perspective. Tianjin University of Commerce.
Quan, H. and Zhu, L.H. (2015) A Comparative Study of Vague Language in Chinese and Eng-lish Advertising from a Cross-Cultural Perspective. Journal of Hubei Correspondence University, 28, 167-182.
Zang, R.T. (2018) A Study on Advertising Translation in Cross-Cultural Communication. Journal of Beijing Institute of Graphic Communication, No. 6, 90-93. https://doi:10.19461/j.cnki.1004-8626.2018.06.023
Li, J. (2016) A Comparative Study of English and Chinese Advertising Language from a Cross-Cultural Perspective. Modern Vocational Education, No. 16, 32.
Zhou, A.J. (2024) Cross-Cultural Adaptation Strategies for International Communica-tion Talents: An Analysis Based on Hofstede’s Cultural Dimensions Theory. Journal of Zhongzhou University, No. 2, 87-92.
