摘要：The objective of this research is to examine cultural influence on the general attitude of Pakistani people towards advertising. The study aims to analyze the cultural impact on attitude of people towards advertisements of brands according to product information, social integration and hedonism/pleasure, whereas power distance and masculinity as culture dimensions. Sample size includes 250 respondents which are involved directly in purchasing. It includes adults from all disciplines, house wives within the vicinity of Islamabad/ Rawalpindi and the people from different age groups and educational backgrounds. Regression is used to check the impact of product information, social integration and hedonism over public general attitude towards advertisement. And apply moderation analysis to check the impact of culture as moderating variable. Social integration, product information and hedonism have a significant impact on attitude towards advertisement. But product information has weak impact on attitude towards advertisement; whereas culture has a significant moderating effect which strengthen the relationship between dependent and independent variables. The most important limitation was the time constraint. The time was limited due to which a huge sample size was impossible to manage. The responses were taken only from Islamabad and Rawalpindi cities which restrict the generalizability of the study. This study will help marketers to advertise there products according to the culture values and attitude of the people which reflects their personality. It will also help companies to segment their customers according to their behavior/attitude towards advertisement, which in turn will help companies to gain competitive advantage and increase profitability.
