There has been a long-time debate in the literature about the differentiation of advertising messages, both in academic discussions and in the international advertising practice. However, many authors point out that few studies compare multiple countries and analyze the same elements at a global level, as well as across local versions.
The “global” definition of advertising leaves room for many interpretations. Several aspects should be considered when speaking of the global advertising framework. These are regional/ global awareness, availability of brands, acceptance, and de[...]
