Comparative Cross-Cultural Analysis of Advertising Campaigns in International Marketing

Over a considerable period, intercultural communication as part of different fields of study has applications in a variety of research areas and appears to be the object of study for researches and scientists. In the current period, the cross-cultural aspect mostly exists in management and business. However, there is no extensive study in intercultural communication as part of the international marketing field. This particular research design foregrounds concern about the cross-cultural study implementation in different research areas. This paper also aims to shed a light on the significance of applying the intercultural communication concept to different fields of study, as it may develop international business relations and communication. The research employed a qualitative approach and comparative method analysis. In accordance with the purpose of the study, we chose the materials for the research by the fact that comparative analysis requires more descriptive observation. To link together the study of intercultural communication and international marketing, we provide a comparative analysis of Russian and American cultural identities and features within the international advertising campaigns. The significance of the international communication aspect in the marketing analysis will be demonstrated in the research and will be provided with the theoretical and practical backgrounds. Keywords: cross-cultural communication, cultural identities, international marketing, intercultural communication, cultural dimensions, advertising campaigns.