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, [...]
