Author Anais Nin was quoted as saying, “We don’t see things as they are. We see them as we are.” Each culture has its own values, traditions and perceptions of what is right or wrong, appropriate or inappropriate, in different situational and cultural contexts. Globalization is sweeping nations and spurring a significant international economy. No individual throughout the world sees things the same way as everyone else. Perceptions differ, and as globalization continues, more companies need to be aware of this . Marketers and advertisers, specifically, need to understand the different elements of advertisements that could be misinterpreted due to each cultures distinctive values.
All too often international corporations fail to tailor advertisements to the specific needs of the target audience, in the country of origin. Cultural significance and minorities should also be considered as an integral part of the marketing strategy. In today’s global society, it is imperative to understand and consider cultural perceptions in the market in which advertisements are placed.
A specific example of this in the United States is the clothing retailer Abercrombie & Fitch. A&F has elected to use provocative sexual photography in many of its marketing and collateral materials. Some of the imagery, which is explicit, even by westernized standards, may not be effective or appeal to minority audiences.
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