Author:Abokhoza, Reneh


Advertising is one of the most effective and efficient forms of outbound media not only because businesses can disseminate their message on a variety of platforms whether it is done through television, radio or social media platforms, but also because of the role it plays in increasing profitability by helping increase sales and revenue. In the modern world businesses, competing globally and serving international customers has become a fact of life for many companies that hope to stay ahead of their competition. This has urged companies to look for innovative and creative ways to promote their products in the global market and design campaigns that take into consideration cultural differences and tap into consumers' beliefs and shared values

The Power of Advertising

The role and functions of advertising in the new global economy of the 21st Century is vital in developing local businesses and enabling them to face the competition of other companies globally. Hence, it is crucial for international companies to develop their marketing strategies that resonate deeply with the culture and values of the targeted society. In today's business environment, the advertising and marketing industry is constantly evolving in terms of market size, quality and content and must keep abreast of technological advances to come up with creative advertising and marketing concepts to compete locally and internationally.

With a successful advertising campaign, companies can gain an advantage over their competition. Hence, it is essential for any campaign to consider the different perspectives on community issues, focus on the content and harness technological advances to create a creative concept. However, advertising is no longer about persuasion so much as creating a positive experience that will influence the consumers over the longer-term. In fact, many critics of advertising believe that advertising has a profound impact on consumerism and cultural values. Critics believe that advertisers promulgate superficial consumerism by creating "false consciousness " and "manipulate the symbols that serve as social fabric of human association " (Wharton, 2013)

Advertising and Cultural Values

The impact of advertising is no longer limited and can have both positive and negative effects on society to a certain extent depending on the content of the message and how it resonate with the values, norms and culture of a specific society. Choosing the right message to promote is critical for a successful advertising as it can influence the way consumers live their lives, perceive their needs and wants and whether and how they think about themselves especially when it is promoted through various media channels. Also, Consumers who are seeking social improvement are easily influenced with advertisements and try to impersonate what they see for self-satisfaction.

Likewise, the type of language used in advertisements to convey specific messages has a great impact on the consumer. There are different signs of verbal and non-verbal communication advertisers employ to communicate their messages in their ads. As language is the verbal symbol, advertisers always keep in mind the emotive power of the words they use. Non-verbal symbols include shapes, colors, and facial and body messages. Of course there are other numerous symbols that carry specific messages depending on how they are used in recreating reality such as using makeup, garments, and creating the characters in the ad. Images and music integrated in ads also play a role in catapulting a distinct emotional connection. Consistent imagery in ads is a useful way to deliver the message, to increase customer engagement, and to create value and cultural connection while building a brand foundation. Also, companies around the world are incorporating social responsibility into their overall business strategy.

In sum, it is crucial for companies to incorporate these elements into their ads to enhance their relationships with the customers and communities they are targeting and improve their image which in turn can lead to increasing sales and profits.

The substance of the advertising, its structure and its verifiable incentive in the content and picture reflect social qualities, that might be in the administration of the way of life of society, or an apparatus for committing intriguing societies to the utilization of open images in the plan of the publicizing message and pursue the methods for affecting the buyer and its way of life and embracing unpredictable implies that assistance to expand customer taste. The best and nearest publicizing message for global advertising techniques while saving Arabic language, culture, and choosing the proper occasions and stories appropriate for Arab culture. Middle East satellite stations can add to the transmission of new sorts of business notices that are in accordance with Arab esteems and are unmistakable. Commercial advertisements go past financial measurements to incorporate social measurements that might be progressively significant and even more striking.


Looking broadly at earlier studies, it appears that advertising plays a significant role in reflecting communities' shared values and shaping societies. For instance, one of the studies explored the utilization of broad communications to explicitly promote a social change that debilitated societies and replaced their culture with a pseudo-culture. Adorno's hypothesis of pseudo-culture was employed to analyze how political ideologies can create social change by using mass-mediated ad images. The study applied a semiotic and content analysis to analyze print ads for a period of 48 years. The researchers identified five noteworthy themes underlying pseudo-culture formation and the advertising strategies used to support them. Furthermore, it recognized four noteworthy tools used in pseudo-culture formation and revealed how pseudocultures can be created, indorsed, and eliminated (Yazdanparast, 2018).

A study done by Noel (2018) investigated factors that can influence the appeal (i.e. source appeal, informational appeal and emotional appeal) of a social media ad and found that the main factors are; changes made to the content of the ad, user engagement values associated with the ad and user-generated comments (UGCs) associated with the ad. The study investigated the appeal of beer advertising on Facebook and found that it can be largely determined by ad content. When emotional appeal is used to a great extent in advertising by non-compliant advertising, the ad is more likely to be remembered and to influence future drinking occasions (Noel, 2018).

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