CULTURAL SENSITIVITY AND CREATIVITY: BALANCING GLOBAL TRENDS AND LOCAL VALUES IN ADVERTISING PRACTICES IN PAKISTAN

Abstract

This study examines the opinions of professionals regarding the significance of cultural relevance for advertisements to succeed in Pakistan. "Elite interviews" with Pakistani brand managers, creative directors, and advertising experts served as the foundation for this qualitative study. Interviewees provided insights into a wide range of issues that affect the efficacy of ads, from creative and technical aspects to cultural, ethical, and religious elements. Advertising executives strongly emphasize consumer behavior analysis, cultural studies, and moral issues. They also stress the importance of avoiding divisive subjects and setting a good example. Notwithstanding these observations, advertisements originating from multinational companies (MNCs) typically have a generic quality and lack cultural relevance. Pakistan's advertising professionals believe a well-rounded approach includes customer behavior information, cultural awareness, ethics, and innovation.  Designed in collaboration with academics and professionals in advertising and marketing, the protocol featured free-form questions to promote guided reflection. The findings highlight the need to fund advertising education programs, conduct research on consumers and cultures, and develop expertise in content development. In addition to addressing issues like incompetent leadership and a lack of funding, Pakistani advertising techniques place a higher value on collaboration and originality.