Abstract
For ages, in depth analyses address the cultural issue worldwide. A key consideration for marketing managers is recognizing that cultures are based upon different assumptions about the way societies should do things. A set of criteria underlined over this paper maintains the controversy between standardization and adaptation strategies through French and Chinese cosmetic advertisements. Worldwide organization involves different values and challenges have to be overcome to succeed. Put consumers' buying motives in touch with adverts by being thorough require consumers' high involvement. Despite the importance of keeping a single target, promises, proofs and benefits for consumers have to be relevant and eyes catching in order to maintain the brand awareness. Hence, emotional appeals can converge into positive or negative impacts on product and brand' notoriety.
