Relevant Challenges of Intercultural Interaction in the Field of Contemporary Advertising

The paper is dedicated to studying cross-cultural advertising. Nowadays, advertising is ubiquitous and found in various contexts that may bring some challenges on the way of its comprehensibility for different cultures. The research of advertising as an intercultural mass communication includes analyzing advertising as an integral discourse, including cultural, psychological, and linguistic specifics of its recipients. The research aims to define cross-cultural advertising communication challenges using descriptive, discursive, and contextual analysis methods. The full potential of intercultural mass communication in advertising has only been partially explored; thus, the authors add new elements to that vast field of study. The research shows that problems with linguistic expression, social norms, and visual components may arise on the way to successful communication. Ultimately, effective interactions between cultures within the boundaries of advertising discourse can be achieved by recognizing cultural, behavioral, and contextual varieties of the target audience. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.