Отражение итальянской культуры, ценностей и норм в современных масс-медиа

The issue of advertisement adaptation stems from difference in perception in accordance with cultural traditions, norms and values of the targeted audience. Even though globalization has had a significant input into the dissemination of cultural artifacts among nations and developed “mass” societal model, some peculiarities of perception still remain inherent to diverse cultures. That being said, it seems vital to identify and analyze the mechanism of mass media adaptation allowing to successfully promote a product in accordance with cultural specifics of customers. The present study reviews peculiar cultural traits of Italian culture on the example of two advertisement campaigns of international brands in the Internet. To support the hypothesis that such adaptational mechanism exists and relies on certain cultural parameters, an empirical study with 20 participants (residents of Italian culture), was conducted. Such parameters as the level of masculinity, power distance, uncertainty avoidance, the level of individualism, contextuality, overall socio-economic climate were revealed be of great significance in the process of advertisement adaptation and further successful promotion in Italy. KEYWORDS: advertisement, culture, commercial, cross-cultural differences, Italian culture, international brands.