The second article I found is about cross cultural differences which have huge effect on the interpretation of the advertisement and it is mentioning few nice examples that may distroy (or did destroy) the advertisement in another coutry but also the article nicely describes the differences among cultures. It is called;
International Advertising: Understanding Cultural Differences, written by Neil Payne 1
He says, “Culture affects everything we do. This applies to all areas of human life from personal relationships to conducting business abroad. When interacting within our native cultures, culture acts as a framework of understanding. However, when interacting with different cultures this framework no longer applies due to cross cultural differences.” 2
Then he goes on and the next part is dedicated to Language in cross cultural advertising and then to communication style, colors, numbers and images in international advertising, and last thing the article mentions is cultural values.
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