Date of Award


Publication Type

Master Thesis

Degree Name



Communication Studies

First Advisor

King, C.


Mass Communications.




This thesis, based on a contemporary case study, provides an examination of modern international advertising from an intercultural communications perspective. I argue that in a world characterized by new economic models and the globalization of markets, concepts such as culture, cultural values, communication, and advertising acquire new meanings, renewed importance, and new forms in the realm of international advertising. I also maintain that in a world in which information constitutes a central resource, new communication modes and technologies are reshaping the practice of international advertising. I examine several relevant theories, including an overview of different approaches to culture and related concepts, and review the relationship between communication and culture. Next, I turn to an analysis of the role of culture in shaping organizational communications, followed by a discussion of the practice of advertising as a persuasive output of efficiency-driven organizations. I review the practices of marketing, international marketing communications, and international advertising, and conclude with an examination of the issue of new information technologies affecting markets worldwide. In the case study, I take a look at IBM's "Solutions for a Small Planet" campaign. Based on the previously discussed theories, a model describing the process of international advertising is proposed, and then used as an analytical framework for exploring the contemporary global environment in which this campaign is taking place. A discussion of the campaign using the same analytical framework follows. Here I discuss different organizational and marketing issues which have led to its development, and analyze its advertising pieces from a cultural standpoint. Finally the concluding chapter sums up relevant ideas pertaining to the campaign, international advertising, and intercultural communications.Dept. of Communication Studies. Paper copy at Leddy Library: Theses & Major Papers - Basement, West Bldg. / Call Number: Thesis1996 .V33. Source: Masters Abstracts International, Volume: 37-01, page: 0014. Adviser: Christopher King. Thesis (M.A.)--University of Windsor (Canada), 1996.