Международный научно-образовательный электронный журнал «образование и наука в XXI веке». Выпуск №25 (том 2)

Key words:
culture, globalization, international advertising, popular culture, 
communication, branding.
 
Diversity of culture 
The investigation of culture for global advertising results from the global-local 
dilemma: whether to standardize advertising for efficiency reasons or to adopt to local 
habits and consumer motives to be effective[1]. De Mooij defines culture as taught 
behavior that is passed on from generation to generation and is at times difficult for the 
outsider to comprehend. She explains that cultures differ in the way they experience 
and use aspects such as time, space, relationships, power, risk, masculinity, feminity 
and many others[1.,76]. Geert Hofstede developed a model of six dimensions of 
national culture that helps to explain main value differences. They are power distance, 
individualism collectivism, masculinity-femininity, uncertainty avoidance, long-
/short-term orientation and indulgence-restraint.
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Power distance
can be defined as the extent to which less powerful members of 
institutions and organizations within a country expect and accept that power is 
distributed unequally. Institutions are the basic elements of society, like family, 
school, and community; organizations are places of work. 
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Individualism
pertains to societies in which the ties between individuals are 
loose: everyone is expected to look after himself or herself and his or her 
immediate family. Collectivism as its opposite pertains to societies in which 
people from birth onward are integrated into strong, cohesive in-groups, which 
throughout people’s lifetimes continue to protect them in exchange for 
unquestioning loyalty. 

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