A representatividade cultural em campanhas de publicidade

Abstract

In a context of globalization and cultural diversity, it is important for companies to choose marketing strategies that address and represent interculturality, especially when advertising their product and/or service, considering that the demands of the market are affected by the traditions and cultural values of the population. A company capable of adopting strategies such as Cross-Cultural Marketing, which is based on cultural representativeness and respect, will open new doors towards success and competitiveness. However, in order to adopt this type of strategy, it is important for companies to carry out an in-depth assessment and study of their cultural environment, especially if it is a company that is in the process of internationalization. The general objective of this study is to verify whether cultural representations influence the impact of an advertising campaign, and the specific objectives are to relate cultural representations to advertising strategies; to verify the influence of cultural representation on the perception of advertising campaigns; and to evaluate the importance of cultural representativeness in consumers' purchasing decisions. The research was carried out on a quantitative basis, with a descriptive and cross-sectional approach, and included the application of a semi-structured questionnaire, adapted to the object of study, to a sample of 104 individuals. The results indicate that it is not possible to conclusively state that cultural representations consistently influence the positive perception of advertising campaigns. The relationship between cultural representations and perception seems to be complex and to depend on various factors, including the specific context of each campaign and the target audience, and that the perceived importance of cultural representativeness did not always have a significant impact on purchase intention, i.e. there is evidence that cultural representativeness and the respondent's feelings can positively influence the purchase decision in some contexts, but these results are not applicable to all advertising campaigns.

Date of Award	20 Dec 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Célia Ribeiro (Supervisor) & Maria Filomena Capucho (Co-Supervisor)