Document Type : Research Paper

Authors

• Shima Ebrahimi ¹
• Taqi Al Abdwani ²
• Ali Al Badi ²
• Iliya Pishghadam ¹

¹ Ferdowsi University of Mashhad, Iran

² Gulf College, Oman

Abstract

This study proposes a multilayer diagnostic paradigm for culturally attuned advertising to enhance managerial decision-making in international markets. Contemporary advertisements must balance operating globally and remaining authentic to local cultures while preventing cultural misalignment. This study introduces cultuling analysis, a business-oriented tool that integrates cultural linguistics with advertising strategy to address this challenge. The study has three objectives: first, to demonstrate that cultuling analysis can serve as a diagnostic tool for international corporate communication; second, to examine global, local, and glocal advertising case studies to illustrate how cultural cues directly influence market performance; and third, to provide managers with practical guidance on employing technology-driven strategies to mitigate cultural risks, foster consumer trust, and optimize campaign outcomes. The methodology employs Hymes’ SPEAKING model, the emotioncy model, and cultural patterns to assess campaigns at three levels: micro, meso, and macro. Global, local, and glocal marketing case studies demonstrate how organizations may systematically identify and leverage cultural cues to improve customer engagement, brand trust, and market performance. The findings reconceptualize advertising as cultural engineering and a strategic instrument for achieving a competitive advantage.

Keywords

• Culturally astute advertising
• Glocalization
• Business communication
• Digital marketing
• Consumer engagement