The Influence of Culture on Marketing & Advertising to

Multicultural Consumers By: Pablo Echeverria

“Culture plays an important role in shaping the values, attitudes and characteristics of consumers, which is a key determinant of behavior.” -Neleen Leslie

Advertisements Using Ethos

Ethos: has to do with values of people or culture and credibility.

Men vrs. Women Ads

Difference in Alcoholic Beverage Advertisement

Asian

European

Latin America

IKEA Exposure of Female Figure

In countries where women are not considered as important figures, IKEA had to eliminate them as part of there advertisements.

Usage of Significant figures