Features of the Perception of the Advertising Message by Members from Different Cultures

Currently, the economy is characterized by the processes of globalization and integration, so companies increasingly began to promote their goods to international markets, and, therefore, to use international advertising in order to raise awareness of the goods in new foreign markets. However, for effective promotion of goods in other countries through advertising, marketers need to consider the cultural differences of the potential target audience, which can influence the perception of the advertising message. So, in the conditions of the modern world, the theme of the master's thesis is relevant. The purpose of this work is to identify the characteristics of the perception of advertising messages from representatives of different cultures. To achieve the goal, it is necessary to solve the following tasks: 1. Analyze theoretical approaches to the influence of cultural features on the perception of advertising. 2. To find out whether there are differences in the perception of the advertising message by respondents of 3 cultures: Russian, German and Chinese; 3. Determine, if it is revealed, the differences of respondents in the three studied cultures in the perception of the advertising message; 4. Formulate recommendations for developing international cross-cultural advertising. Research methods: depth interviews, online survey, semi-formalized interviews. Structure: introduction, three chapters, conclusion, references and annexes. Workload: 114 pages Novelty: the identification of cultural characteristics in the perception of respondents from China, Germany and Russia in the context of advertising social content. The main conclusions: as a result of the research, it was revealed that differences in the perception of the advertising message by representatives of different cultures exist, but they are not pronounced. In the perception of advertising, Russia manifests itself as a culture that includes features of Asian and European culture.