Numerous arguments, whether theoretical or practical, were given to justify the internationalization of some products advertising campaigns. Among the most frequently given arguments, we name the following:
• The standardization of consumer behaviours in many countries (a tangible evidence of the cultural homogenization).
• . The emergence of similar new categories of consumers on the international level (new transnational markets).
• The introduction of international themes and icons thanks to the television networks and the pop music (movie stars and supermodels)