Cultural influence in Advertising

Abstract

The research investigates to the question “How Swedish and Pakistani Television advertisements differ from each other on basis of cultural differences; are there any similarities?”. The study elucidates the reflection of cultural values in Television advertisements of Telenor Sweden and Pakistan by following deductive case study approach. The study analyzes the visual contents of five television advertisements for each country along with verbal styles of communications for highlighting the attributes and characters relating to predefined theories of Culture, Advertising and Communication. The study reflects differences as well as similarities between Sweden and Pakistani advertisements on basis of cultural values and also divergence in values presented in advertisements from their national cultures. The study reveals that many values which are strongly related to Swedish Culture are also highlighted in Pakistani advertisements and vice versa. Pakistani advertisements can be more assumed to be using cultural values for communicating advertising message to audience as compared to Sweden.