Cross-Cultural Communication in Global Media Campaigns

Lessons from Multinational Advertising

Abstract

Purpose – This study examines how cross-cultural communication strategies are implemented in multinational advertising campaigns, identifying best practices for bridging cultural differences.
Design/methods/approach – Using a comparative case study design, the research analyzed five multinational ad campaigns targeting Southeast Asian and Western audiences. Hofstede’s cultural dimensions framework was applied to evaluate message adaptation strategies.
Findings – Campaigns that localized narratives, symbols, and humor achieved higher audience receptivity and brand trust. Misalignment with local cultural values led to reduced message effectiveness.
Research implications/limitations – The study is limited by its reliance on publicly available campaign data. Further research could integrate consumer perception surveys to validate message effectiveness.
Originality/value – The research provides actionable insights for global brands seeking to design culturally resonant advertising, contributing to literature on intercultural marketing communication.