Cultural adaptation of advertisement

During the last decades, businesses have become increasingly internationalized rather than being national with the help of technological developments, international trade policies and global competition markets driven by possibilities to grow and expand. As the globalization of trade, companies need to view marketing from an international perspective. Due to the fact that the international marketing is across borders, the international marketer needs to deal with new environments and barriers resulting from legal, cultural, and societal differences in the different markets and countries. In this regard, while some brands adopt multinational approach and develop special marketing strategies for each market, some brands adopt global approach and focus on products.The most used strategy in international marketing is the standardization and/ or adaptation of marketing mix.This research is conducted on Television commercials of four leading global brands evaluated as ?The world?s most Valuable Brands? and during the research significant standardized and/ or adapted elements and factors in the commercials are analyzed. The analyzed brands are as follows:?Coca- Cola?Mc Donald?s?BMW?L?OrealIn conclusion, the motives and the factors for companies to use standardization and/ or adaptation strategies and elements in commercials are analyzed and a better understanding of standardization and adaptation of international advertising is reached.Key Words: International Marketing, Standardization, Adaptation, International Advertising