razkaoui, yassin université abdelmalek essaâdi - faculté des sciences et des techniques, Tanger, Morocco

Advertising: a communication adapted to cultural targets

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The major goal of all companies remains the marketing of their products. In this perspective,through advertising, they seek to establish a prolific communication with consumers to leadthem to obtain a specific commodity on one side and stay abreast of their needs andrenewable desires on the other.To this end, advertisers encode their messages according to the culture of the customersbecause every person is born by the culture in which it has evolved. In other words, theindividual is the creation of the culture of his society that represents his broadest frameworkof evolution and life. From birth, he is supposed to absorb the values and norms of the societythat educates him and makes his thoughts, feelings, ideas and actions so that he can live inharmony while satisfying his personal needs, including the feeling of belonging. In this sense,advertising is forced to take into account the cultural model and values of the citizenconsumerto satisfy his needs and to illustrate the feeling of belonging to him. In short,advertising is obliged to be homogeneous with the culture of the target and in line withsocially revered values.

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Culture , advertising , communication , consumers , targets , adaptation

Revue Des Études Multidisciplinaires En Sciences Économiques Et Sociales

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