ADVERTISING IN CROSS CULTURAL COMMUNICATION

'Culture is a like dropping an Alkaseltzer into a glass - you don't see it, but somehow it does something' -Hans Magnus Enzensberger

INTRODUCTION
Cross cultural awareness aims to help minimise the negative impact of cross cultural differences through building common frameworks for people from different cultures to interact within. The essence of successful advertising is convincing people that a product is meant for them. By purchasing it, they will receive some benefit, whether it be lifestyle, status, convenience or financial.

LANGUAGE IN ADVERTISING