Abstract Book of the 9th International Conference on Modern Approaches in Humanities and Social Sciences
Year: 2025
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The Pragmatic Power of Culturally Adapted Advertising
Alisa Kasianova, László Kovács
ABSTRACT:
In the modern globalized world, multinational companies should be aware of the cultural differences in advertising to effectively engage diverse audiences. Beyond linguistic adaptation, culturally adapted advertisements influence brand perception, evoke emotions, and shape consumer behavior. This study examines car advertising on Facebook, focusing on Volkswagen and Fiat in German, Italian, and Hungarian markets. The research analyzes how cultural values and engagement strategies in advertisements impact consumer behavior and purchase intention. Hofstede’s cultural dimensions theory serves as a key framework, but the study also incorporates alternative methodologies for a broader perspective, such as the descriptive analysis of the context of the target cultures. Using a mixed-methods approach, the study combines online questionnaires and social media engagement metrics with qualitative interviews. Findings reveal that different cultural values have different pragmatic effect on the audience: for example, motivate (Masculinity), evoke positive emotions (Indulgence) or encourage environmentally-conscious behavior (Long-term orientation). Additionally, different marketing and linguistic strategies, such as celebrity endorsements, interactive marketing, and green advertising, required cultural sensitivity for optimal impact. The study confirms the complexity of cross-cultural advertising, highlighting that while universal marketing messages exist, their success depends on localization, linguistic adaptation, and audience expectations. Culturally adapted advertising not only influences purchase decisions but also elicits emotions and shapes consumer behaviors.
Keywords: audience engagement, marketing linguistics, intercultural communication, Facebook, Hofstede