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Culture is the accumulation of knowledge that includes individuals’ understanding of art, knowledge, traditions, and skills. Culture as a structure which allows a society to differentiate between communities and individuals’ integration with others within their own community, has an important place in the field of advertising. In a globalized competitive environment, it is possible to see that the concept of culture, which has become the focal point of marketing and advertising studies, holds an integrative effect on society in advertising activities. In the planning and realization of marketing activities, the determination of a number of marketing strategies according to the cultural characteristics of the consumers is a necessity in the name of the brand in the globalized competition field. Advertising campaigns created by taking into consideration the cultural differences of consumers provide the convenience of reaching the brand’s goals. This paper aims is to analyse the case of the cultural differences in advertising in the context of cultural dimensions of Hofstede through tea ads. Geert Hofstede has important studies on concepts of culture, his model of cultural dimensions, explained in this paper. In addition, semantic and thematic aspects of tea advertisements will be examined and how the fictions will be analyzed. Semiotic literacy has become a tool for interpreting messages transmitted to the masses through advertisements. Sampling on tea ads was created with the “select” method. The reason for choosing tea advertisements is that tea is a plant grown in Turkey and has a cultural effect as. Australia’s climate is significant to produce and grow tea. These two countries express contrasting values according to the Hofstede index. In summary, this paper aims to contribute to studies on promoting culture as an important tool by pointing to the semiotic dimensions of advertising indicators. According to the findings from the research, Hofstede index values are shaped according to the dynamics of society. In addition, different effects can occur at different times.

international journal of interdisciplinary and intercultural art

CULTURAL DIFFERENCES IN ADVERTISING FROM A SEMIOTIC PERSPECTIVE: THE CASES OF LIPTON TEA ADS IN TURKEY AND AUSTRALIA / Göstergebilimsel Açıdan Reklamlardaki Kültürel Farklılıklar: Türkiye ve Avustralya Lipton Çay Reklamları Örneği