Cross cultural communication helps in bringing the people of different cultures closer and to understand each other’s culture. Cross cultural solutions are applied in Human Relations, foreign trade etc. Cross cultural advertising requires Cross cultural communication solutions. The aim of advertising is to make the customer know how good a product is for the society. However before starting a campaign in another country, it is a must to know the culture of that country in detail.
Language: It is a pity that language is not properly taken care of, though it is a critical matter. The name of company, product, slogan etc in one language may have entirely different meaning in some other languages. It may be even injurious or insulting though at times it may create fun. There are plenty of examples where the well known international companies neglected this simple aspect, then ran into controversies and ultimately withdrew the product name. It must be ensured that the name is acceptable to religion, society etc.
Communication Style: The interest of the customer is the main aspect in any cross country business. He should be able to understand everything about the product in his language and style favorable to him. For example, communication styles are straight forward in the case of a USA communicator, who assumes that the customer is entirely new to the product and furnishes a description. But a Japanese communicator assumes that the customer already knows the product. So he limits his talk to the minimum. An clear-cut communicator would find an implicit communication style fuzzy, whereas
Colors, numbers, symbols and images: They have different identities in different countries. For example, Green is considered to be the all in all color in Islamic countries.  In Communist countries it is the Red. The Japanese consider Black as unlucky. In USA and UK 13 is considered as an inauspicious number. Similarly, certain Japanese Airways avoid seat numbers 4 and 9.
Some countries are very sensitive to pictures and Images. Whereas any image is okay in Western countries, so is not the case with many Asian countries. Pictures should be so selected as to not disturb the heritage and tradition of the country of the customer. It is worthwhile to consider all these aspects while doing a business in the other country
Cultural Values: The cultural values of the society must be well looked into. Have a clear knowledge about their religion, politics etc. All of these will play a part in the advertising campaign abroad. In some countries, where collective teamwork is recognized, giving importance to the term “I” referring to individual effort or success will not be entertained.
To conclude, irrespective of the difference in culture, business campaign is almost same throughout. That is study the market, what is the requirement of people and at the most reasonable price, what improvement is necessary for the item, and so on. Cross cultural advertising is simply studying how the different elements of an advertising campaign are subjected to by culture and modifying them to the best benefit of the customer.