Megha Murali

Culture affects everything we do. This applies to all areas of human life from personal relationships to conducting business abroad. When interacting within our native cultures, culture acts as a framework of understanding. However, when interacting with different cultures this framework no longer applies due to cross cultural differences. The essence of successful advertising is convincing people that a product is meant for them. By purchasing it, they will receive some benefit, whether it be lifestyle, status, convenience or financial. However, when an advertising campaign is taken abroad different values and perceptions as to what enhances status or gives convenience exist. These differences make the original advertising campaign defunct. By way of highlighting areas of cross cultural differences in advertising a few examples shall be examined. McDonald's Corporation is one of the most successful global restaurant chains around the world.Its global success can be attributed to a...

  Blame it on the beginning of the spooky season, but social media users worldwide were in for quite a scare on Monday when Facebook, Instagram and Whatsapp went completely dark due to internal technical outages. The outages left millions refreshing and constantly checking their apps and pages to see if services had been restored. I don't know how many times I switched off my phone and put it on flight mode. For a moment I paused and thought! “What will I do without these apps!”. They have become a part of our life which we can't live without. Our days are now revolving around these apps.  Instagram and Whatsapp are the apps I normally use for communication. Scrolling through instagram and laughing at memes is my favourite thing to do. I usually connect with people in the comment session, we get introduced to different perspectives there. The social media blackout left me thinking, what next. My days had been set up around these apps so much that those  hours made me clea...