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In the context of present-day developments, the significance of different kinds of media worldwide cannot be underestimated. It has a considerable impact on the decision-making of customers, so companies are extremely interested in addressing their individual requests and problems. It has become a common sight that global companies launch different products and advertising campaigns in different parts of the world in order to respond to their specific interests, which are formed by cultural specialties. For instance, in Korea, people admire pale skin, and for this reason, in this region, cosmetics producers do not promote self-tanning lotions. A small number of Koreans are likely to purchase it, as this product does not match their cultural values. Considering cultural background and its particular features, companies are capable of launching successful advertising campaigns and creating the most relevant products.
Therefore, the research questions on this topic could regard media adjustment to the cultural specialties of different societies and its reflection in advertising campaigns. In addition, the way this aspect shapes and influence the advertising campaign could be explored. The fact that these research questions are extremely relevant in the modern academic field is undeniable. Exploring how cultural background shapes the habits and patterns of clients contribute to elaborating the advertising campaigns, which will address the customers interest. As a result, they become beneficial for increasing the amount of media consumption and the profit of a company. For example, a cosmetic brand MAC regularly launches special advertising campaign and line of products devoted to Chinese New Year in this region. This strategy appears to be the outcome of customers cultural specialties research, which has a positive impact of media consumption by Chinese and increases sales. For this reason, it is essential to analyze the cultural background and its influence on peoples habits and preferences in order to elaborate the most successful strategies of advertising.
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