Features of Standardized Advertising’s Perception of Global Brands on the Example of Russia and Poland: Cross-Cultural Analysis

This research is aimed to depict the differences of cross cultural analysis of advertising in modern world. Based on the example of countries Russia and Poland, this work explains that in order to correspond to the globalization of society, the advertising and marketing strategy is obliged to be developed. Despite the effectiveness of the existing standardized marketing approaches used in Russia and Poland and targeted at the promoting global brand products, they lack cross cultural component that can negatively affect the perception of communication. As noted, the success of the message in each advertisement is often attributed to the most matching portrait of the potential consumer, which depends on the culture which he was brought up in. Based on that, the methods of the research include content analysis and a survey, which help to understand the perception of people on the exact piece of advertising. The findings in this work will illustrate the importance of taking cross cultural advertising and marketing as a basis.