Cross-cultural Transfers in Creative Advertisements

Alina Andreea BUZATU

doi:10.35219/across.2026.4.03

Alina Andreea BUZATU In a global economy characterised by ongoing corporate internationalisation, digitally-driven communication, evolving migration trends, shifts in advertising practices from locally-focused discourse to multicultural perspectives, and cross-cultural references, the existing literature has mainly examined globalisation and advertising through the lenses of intercultural competence, cultural differences, and the semiotics of local adaptations, cultural appropriations, diversity, and representation. However, there is limited knowledge regarding creativity in advertising, especially as influenced by the dynamics of two or more cultures involved in the creation or amplification of a communication campaign. The exploration is based on a content analysis of 44 advertising case studies that depict the brand story across more than two cultures. These campaigns aired between 2015 and 2025 and received the highest distinction at a global creative advertising festival, earning top recognition within the marketing and communications community. The study contributes to understanding creative advertising rhetoric in cross-cultural communication and examines the role of creativity in promoting intercultural exchanges in advertising narratives through open-access products, solutions, and innovations. The empirical research highlights the nature of cross-cultural intersections in creative discourse, whether in individualistic or collectivist nations, or in vertical (hierarchical) versus horizontal (egalitarian) societies. Limitations include the narrow scope of the analysed dataset and the need for future studies employing a quantitative approach with a broader perspective.

DOI: https://doi.org/10.35219/across.2026.4.03

Keywords: cross-cultural, advertising, creativity, hierarchical, egalitarian

Abstract

In a global economy characterised by ongoing corporate internationalisation, digitally-driven communication, evolving migration trends, shifts in advertising practices from locally-focused discourse to multicultural perspectives, and cross-cultural references, the existing literature has mainly examined globalisation and advertising through the lenses of intercultural competence, cultural differences, and the semiotics of local adaptations, cultural appropriations, diversity, and representation. However, there is limited knowledge regarding creativity in advertising, especially as influenced by the dynamics of two or more cultures involved in the creation or amplification of a communication campaign. The exploration is based on a content analysis of 44 advertising case studies that depict the brand story across more than two cultures. These campaigns aired between 2015 and 2025 and received the highest distinction at a global creative advertising festival, earning top recognition within the marketing and communications community. The study contributes to understanding creative advertising rhetoric in cross-cultural communication and examines the role of creativity in promoting intercultural exchanges in advertising narratives through open-access products, solutions, and innovations. The empirical research highlights the nature of cross-cultural intersections in creative discourse, whether in individualistic or collectivist nations, or in vertical (hierarchical) versus horizontal (egalitarian) societies. Limitations include the narrow scope of the analysed dataset and the need for future studies employing a quantitative approach with a broader perspective.