Culturally incongruent messages in international advertising
Geng Cui
Lingnan University and Guangdong University of Foreign Studies
Xiaoyan Yang
Guangdong University of Foreign Studies
Haizhong Wang
Sun Yat-Sen University
Hongyan Liu
Jinan University
Introduction
The effectiveness of international advertising is of strategic importance and critical for the success of multinational corporations (MNCs). Given the tremendous cultural differences among societies, standardised international advertising may be incongruent with the cultural values of host societies and not well received by local consumers. Thus, the state-of-the-art knowledge suggests that marketers should adopt culturally congruent messages when promoting their products in other countries, because messages that...