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multicultural marketing
Multicultural marketing (also known as ethnic marketing or cross-cultural marketing) is the practice of marketing to one or more audiences of a specific ethnicity—typically an ethnicity outside of a country's majority culture, which is sometimes called the "general market." Typically, multicultural marketing takes advantage of the ethnic group's different cultural referents—such as language, traditions, celebrations, religion and any other concepts—to communicate to and persuade that audience.
==The reasons for multicultural advertising==
People tend to live within their cultural boundaries; i.e., people have their own cultural values and norms, which influence the way they think, feel and act. People in a particular ethnic group tend to share the language, customs, values, and social views, and these influence people’s cognitive (beliefs and motives), affective (emotion and attitude) and behavioral (purchase and consumption) processes. Based on this notion of “advertising as a mirror,” cultural values and standards are implanted in ads in such a way that consumers can “see themselves” and identify with the characters in the ads and feel affinity with the brands.
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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