The Role of Cultural Sensitivity in Global Advertising Campaigns

Abstract

In today’s globalized economy, advertising campaigns must appeal to diverse audiences across various cultural contexts. Cultural sensitivity in global advertising has become increasingly critical for businesses to connect with international markets while avoiding potential cultural misunderstandings and controversies. This paper explores the significance of cultural sensitivity in advertising, reviews the literature on its impact on consumer behavior, and highlights the strategies that multinational companies use to navigate cultural differences. The research focuses on the theoretical frameworks, practical case studies, and empirical evidence to analyze the role of cultural sensitivity in the effectiveness of global advertising campaigns.