THE IMPACT OF CULTURAL DIMENSIONS ON THE CONSUMERS REACTION TO OFFENSIVE ADVERTISING

Tatiana GAUGAȘ Academia de Studii Economice din Moldova

Abstract

Modern companies try to differentiate among competitors by using shock tactics and offensive elements in advertising. From other point of view firms are more often using standardized advertisng strategy in different countries. This article describes the importance of cultural dimensions in consumers perceptions and acceptance of the advertising message. It focuses on the review of existing studies and Hofstede’s and Hall’s cultural theories. Keywords: offensive advertising, cultural factor, Hofstede’s cultural values.