Advertising as a cultural discourse. Elements of rhetoric in a multicultural context

Abstract

Advertising constitutes a multifaceted form of communication that integrates persuasive, cultural, and strategic dimensions within the context of globalization and intercultural diversity. An integrated theoretical and applied framework highlights how some advertising messages are constructed, adapted, and reinterpreted, taking into account the cultural specificity of audiences. This perspective enables understanding advertising not only as a promotional tool but also as a system of meaning production in which meanings are negotiated between sender and receiver across diverse global communication contexts. In this article, advertising discourse is examined through discursive strategies, including
argumentative, affective, cultural, identity-based, and linguistic dimensions. These operate in complementary ways, activating rational, emotional, and symbolic modes of persuasion. The theoretical foundation draws on classical rhetoric, emphasizing the role of ethos, pathos, and logos in shaping message effectiveness. In this context, discursive creativity is essential for differentiation and memorability. From an intercultural perspective, research underscores the importance of cultural values, identity representations, and multilingualism in adapting advertising communication. Advertising both reflects and constructs identity through symbols, narratives, and visual codes, while multilingualism functions as a strategic tool for cultural adaptation, facilitating successful interaction in a multicultural society. Concepts such as glocalization, transcreation, and discursive inclusion are understood as key mechanisms that mediate between global coherence and local relevance. The findings highlight advertising discourse as a dynamic space for negotiating meaning, where success depends on the authentic and coherent integration of cultural diversity, enhancing both symbolic impact and social relevance.