The term "global" implies a feeling of "unity", therefore global advertising suggests marketing to the world as a single unit. The pioneer of global marketing was Theodore Levitt, “he insisted that companies should begin to think of themselves as global rather than multinational” (Barnet, 1994: 168). “The global corporation treats the whole world as if it were a single entity and sells the same things everywhere, in the same way” (Leiss, Kline, Hally, 1997: 171). However, this raises questions about whether “global” advertising can be successful in a world of individual consumers. In a society where we are bombarded with over three thousand advertisements a day, it is evident how far the advertising industry has evolved in our globalized world. Global brand recognition transcends national boundaries, demonstrating the power of advertising. The concept of "global" advertising is good in terms of economics, although it reveals its own contradictions inherent in such media. Besides the obvious barriers of language and translation, the use of the same images and phrases signifies the same values ​​and meanings; this is based on the assumption that each individual has the same cultural, social and political values: "there remains a need for all kinds of local knowledge within the agency and local changes in the countryside" (Myers, 1999: ) . This notion is supported by the promotion (Robertson, 1995) of “glocalization” – the adaptation of global products to specifically meet local market segmentation. Global advertising also insinuates the problem of cultural imperialism. If we consider the world leaders in terms of advertising, it is heavily dominated by Wester...... middle of paper ......f the central role that advertising has played in globalization, "advertising can be an important source of information about a culture and the value orientations of a society” (Englis, 1994: 41). It is therefore important to consider that international advertising and marketing of a product is usually the design of a single country and cannot necessarily thrive in a heterogeneous market. Works Cited Barnet RJ & Cavanaugh J (1994) Global Dreams Imperial Corporations and The new world order, Simon and Schuster. Englis BG (1994) Global and Multinational Advertising, Lawrence Erlbaum Associates. Leiss et al (1997) Social Communication in Advertising, 2e publishing, London: RoutledgeMyers G (1999) Ad Worlds: Brands, Media, Audiences, London: RoutledgeMueller B (1996) International Advertising: Communication Across Cultures, Wadsworth Publishing Company.