1. Advertising across cultures
According to McCracken (1988:77),
advertising works as a potential method of meaning transfer by bringing the consumer good and a representation of the culturally constituted world together within the frame of a particular advertisement. The creative director of an agency seeks to conjoin these two elements in such a way that the viewer/reader glimpses an essential similarity between them. When this symbolic equivalence is successfully
established, the viewer or reader attributes certain properties known to exist in the culturally-constituted world to the consumer good.