Abstract
Advertisement is the best medium for any business to attract, educate and stimulate its potential customer and thereby, push through actual sales.In today`s world, advertisement not only creates demands for the product but also successfully creates needs and attracts the customer towards created needs. A successful and creative advertisement not only establishes the product but it also establishes the brand for its future success. Survival in a competitive market depends on the level of trust, confidence and loyalty of customers which are usually created and sustained through advertisements.The challenge is huge for MNCs as they have to adjust their message, contents, features and timing according to the land, its culture, its beliefs, its likings and disliking, its taste and preferences and so on.The present study makes a comparative analysis of the advertisement contents of FMCG products between India and Western countries. From the research, it is clearly found that the contents, visuals and messages are planned and designed to cater socio cultural demands of target population. The advertisements emphasize on core product features in both places in general but there are subtle differences in content of messages. KEYWORDS: advertisement, customer, brand, culture, preference, interest.
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