The Influence of Global Art Style and Local Culture on Consumer Attitudes in Advertising Hybridity: A Systematic Literature Review
Year: 2026
Type: review
Study design: Systematic Review
Abstract: This study investigates how the hybridization of global art forms and local cultural aspects in advertising images influences consumer perceptions, particularly in emerging nations where cultural symbolism is still highly powerful. Motivated by the growing importance of visual communication in establishing brand meaning, this study looks into three interconnected themes: cultural identity, visual metaphor, and artistic communication. A thorough review of 40 academic studies demonstrates that cultural identification is more than just a decorative component in hybrid advertising; it is the primary method by which consumers recognize, comprehend, and emotionally connect with brand messaging. Advertising that legitimately includes local motifs, heritage symbols, or culturally embedded storylines builds trust, increases emotional resonance, and positions the business as culturally relevant. Visual metaphor emerges as an equally important tool, allowing advertisers to convert abstract or complex ideas into culturally identifiable symbols. Metaphors enhance narrative, deepen message understanding, and increase audience engagement by connecting global imagery to local culture schemas. Meanwhile, artistic communication encompasses more than just aesthetics. It serves as a narrative and socio-cultural conduit, incorporating artistic styles, traditional, contemporary, or digitally influenced into brand storytelling to affect consumer attitudes and cultural meaning-making. These themes show that effective advertising hybridity requires a careful balance of global artistic inspirations and local cultural resonance to avoid misrepresentation, cultural dilution, or market misinterpretation. The evaluated research also warns against cultural appropriation, shallow symbolism, and inappropriate synthesis of visual forms. Nonetheless, when done well, hybrid advertising not only improves brand uniqueness and consumer loyalty but it also helps to foster cultural discourse and identity creation. Although the studies differ in geographical scope and methodological approach, the synthesis emphasizes the growing importance of global-local visual integration and the need for additional cross-cultural research to gain a better understanding of hybrid advertising in contemporary communication environments .
Source: PaperAsia
Institution: Sultan Idris Education University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7160928107