Advertising as a Resource for Promoting National Cultural Codes

In the era of globalization and digitalization, the preservation of traditions and cultural identity is becoming an important task for modern societies. Globalization contributes to the erosion of national boundaries and the standardization of culture and economics, which threatens unique traditions, languages, and values. At the same time, advertising, as a tool of media culture, can play a key role in maintaining and promoting cultural heritage. It goes beyond marketing objectives, becoming a sociocultural phenomenon that shapes public opinion and influences value systems. The aim of this study is to substantiate the cultural potential of advertising in preserving traditions and promoting cultural values. The mechanisms that enable advertising to effectively promote cultural identity are examined, including adapting global strategies to local specifics, incorporating national symbols, folklore, and traditional music.