The peculiarities of advertising perceptions by representatives of different cultures

The aim of the thesis is to identify the peculiarities of advertising perception across cultures and to assess the extent of these distinctions. The relevance of this theme is determined by the lack of a consensus on whether to use a standardized marketing strategy for entering the international arena or a strategy of adaptation to each market. The study used a qualitative research method to achieve the investigation's primary purpose. The qualitative method consisted of in-depth interviews with representatives of German, Swedish, Indian, and Kazakh cultures. Accordingly, during the content analysis of the collected data, it was concluded that there are distinctions between the advertising perceptions of representatives of different cultures. In addition, the characteristics and extent of these distinctions between cultures were determined. Finally, the dissertation provides recommendations for developing international marketing communication strategies based on the insights gained.