title: ÐÑÐ¾ÑÑ-ÐºÑÐ»ÑÑÑÑÐ½ÑÐµ Ð°ÑÐ¿ÐµÐºÑÑ ÑÐµÐºÐ»Ð°Ð¼Ñ Ð² ÑÑÑÐ°Ð½Ð°Ñ Ð¡ÐÐ
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Cross-cultural aspects of advertising in the CIS countries
Creators: name: ÐÐ¼Ð°ÐµÐ²Ð°, ÐÐ¸Ð½Ð°ÑÐ°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: ÐºÑÐ¾ÑÑ-ÐºÑÐ»ÑÑÑÑÐ½ÑÐµ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¸
Ð¼ÐµÐ¶Ð´ÑÐ½Ð°ÑÐ¾Ð´Ð½Ð°Ñ ÑÐµÐºÐ»Ð°Ð¼Ð°
ÑÑÐ½Ð¾Ðº ÑÑÑÐ°Ð½ Ð¡ÐÐ
Ð°Ð´Ð°Ð¿ÑÐ°ÑÐ¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ñ
Ð»Ð¾ÐºÐ°Ð»Ð¸Ð·Ð°ÑÐ¸Ñ ÑÐµÐºÐ»Ð°Ð¼Ñ
cross-cultural communications
international advertising
CIS market
adaptation of advertising
localization of advertising

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description: This final qualifying work is devoted to identifying the main cross-cultural aspects that should be taken into account when developing advertising strategies in the CIS countries, as well as developing recommendations for adapting advertising when entering the market of these countries. Tasks that were solved during the study: 1. To investigate the influence of culture on advertising in the context of globalization of business processes. 2. Explore tools for analyzing cross-cultural aspects of advertising. 3. Analyze the cross-cultural aspects of advertising in the CIS countries, using the example of Kazakhstan, Russia, Tajikistan and Uzbekistan. 4. Study the legislative regulation of advertising in these countries and identify similarities and differences. 5. To analyze the advertising materials used in social networks in Kazakhstan, Tajikistan and Uzbekistan. 6. To conduct a study of advertising preferences of residents of Kazakhstan, Russia, Tajikistan and Uzbekistan. 7. Develop recommendations for the adaptation of advertising taking into account the cultural characteristics of residents of the CIS countries. Legislative acts regulating advertising in four CIS countries, namely Kazakhstan, Russia, Tajikistan and Uzbekistan, were analyzed, advertising strategies of 36 companies operating on the social network were analyzed, and four surveys were conducted, as a result of which advertising preferences of residents of these countries were revealed. In the course of the study, recommendations were formulated on the adaptation of advertising for the CIS markets, taking into account the peculiarities of the local cultural environment, and a practical tool was developed to assess the compliance of the advertising campaign with the local cultural context. This checklist tool will serve as a guide for entrepreneurs and advertising professionals, providing them with the opportunity to systematically adapt and evaluate advertising materials taking into account cultural aspects. This will make it possible to create advertising messages that correspond to local values and norms, and increase their effectiveness in the CIS markets.