THE IMPACT OF CULTURAL VALUES ON ADVERTISING: A CROSS-CULTURAL STUDY BETWEEN UZBEKISTAN AND ENGLISH-SPEAKING NATIONS
Keywords:
Cross-cultural communication, advertising, cultural values, Uzbekistan, English-speaking countries, marketing strategies, consumer behavior.Abstract
This research investigates the influence of cultural values on advertising strategies by comparing advertisements from Uzbekistan and English-speaking countries. Using a cross-cultural approach, it analyzes how language, imagery, appeals, and messaging reflect differing societal norms, beliefs, and consumer behavior. Through qualitative content analysis of print, television, and online advertisements, key differences and similarities are identified. The findings reveal that Uzbek advertisements tend to emphasize tradition, family values, and collectivism, while English-language advertisements focus more on individualism, innovation, and personal success. These insights contribute to a better understanding of the relationship between culture and marketing communication in a globalized world.
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