• Dr. Anamika Singh

The study reports that Indian culture which is high-context culture is very different from the low context culture in which American perspective has been taken in consideration. Culture is the fundamental determinant of a person’s behaviour. A set of values, perceptions, preferences and behaviour. We define culture as the sum total of learned beliefs, values, and customs that serve to direct the consumer behavior of members of a particular society. While a product which is to be floated globally, a marketer needs to study the culture of that market, to be tapped, properly. Researcher finds the gravity of this matter that if the advertiser does not adopt the strategies considering the different cultural dimension then not only the product fails rather chances are more of offensive perception. The different dimensions which influence the consumer’s perception as well the behaviour that is highly linked with the culture, cannot be considered to be diverged. Though the divergence/convergence theory reflects about the homogeneity of the globe but at same time it indicates that once the culture reaches the ceiling of convergence then after it does not converge and the difference remains same. The different dimensions taken in the consideration for this study were sex appeal, power distance and individualism vs collectivism. The findings of the study were based on the different literature reviewed, in which context of different countries which are high and low context culture were analysed. This indicates that even though there are advantages of making the standardized advertisement but sometimes this leads to failure of product. The firms which believe in standardization of advertisement in United States tend to put greater emphasis on the creation of uniform brand image than cost saving. Though India’s culture has come into greater contact with western culture due to momentous increase in international trade besides Indian consumers are immensely rooted with their culture. Thus it is commendable to devise advertisement where localized approach should be emphasized and culture should not be affected by alien values, beliefs and lifestyle.

- Culture, High-Low context culture, Standardized Advertisements.

"An Analytical Study of Cross-Culture Advertisements in US and Indian Context with Special Reference to Standardized Format Commercials.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.43-53, June-2019, Available :http://www.jetir.org/papers/JETIR1906D60.pdf

"An Analytical Study of Cross-Culture Advertisements in US and Indian Context with Special Reference to Standardized Format Commercials.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp43-53, June-2019, Available at : http://www.jetir.org/papers/JETIR1906D60.pdf