cised for encouraging materialism, manipulating consumers to buy things they do not really need, perpetuating stereotyping, and controlling the media. The media must consider the cultural variables of each country, such as the complexity of learned meanings, norms, language, customs, tastes, attitudes, religion, traditions, education, lifestyle, values, and the ethical/moral standards shared by members of each society. These variables must be learnt by the media as not to offend the group they are portraying. Cultural norms and values offer direction and guidance to members of a society in all aspects of there lives. Every country exhibits cultural traits that influence not just the needs and wants of consumers but how they go about satisfying them. The media must be aware of the connotations of words and symbols used in their messages and understand how advertising copy and slogans are translated. Advertisers can also encounter problems with the connotative meaning of signs and symbols used in their messages. However within a given culture there are found smaller groups or segments, whose variables (as listed above) set them apart from the larger cultural mainstream. Known as subcultures the media must also learn about their variables as they are just as important due to their size, growth and purchasing power. Such as the Asian or Italian communities in Australia. The study of culture has led to generalisations that may apply to all cultures. Such characteristics are known as cultural universals, which are manifestations of the total way of life of any group of people. These include such elements such as bodily adornments, court-ship, etiquette, family gestures, joking, food, mealtimes, music, personal names, status differentiation and trade. These activities occur across cultures, but their manifestations may be unique in a particular society, bringing about cultural diversity. Common denominators can be found, but how they are accom...
