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Culture is defined as a behavioral pattern that is acquired and not inherited, consisting of ideas and symbols that manifest in actions and serve as an indicator of future actions.
The concept of cultural conversion in the creative field is very important when designing materials for niche markets.. Advertising is about emotion. If something in your concept is offensive to a particular group, it needs to be addressed. Similarly, this type of evaluation can help to highlight latent strengths in your concept, which can be played up to maximize efficacy for that market. If the concept translates well, then you can begin to refine your message, creating highly targeted language and visuals. If it doesn’t, then you have the luxury of reworking the concept at an early phase until it does.
Cultural conversion evaluations have the ability to capture both intellectual and visceral nuances in a concept. One of the core properties of a successful ad campaign is the presence of a direct perceived connection with the audience. More campaigns today are veering away from the staid and safe language of standard sales copy, and are instead delving into the expression of more raw and emotive concepts… and niche audiences are loving them for it.
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