Television can be used to demonstrate the product in action, or to use color and sound to create an atmosphere around the product, thereby enhancing its image (Fahy & Jobber, 2006). This thesis will focus on television advertisements, due to the many elements of television, sound, color, sight and movement that facilitate the presentation of the message. Additionally, the fact that Brassington and Pettitt (2000) argue that television is better at creating an emotionally charged advertising message also contributes to our focus on television commercials. The degree of standardization/adaptation of television advertising at the international level mainly refers to the manager's manipulation of the elements of the promotional mix (Bradley & Sousa, 2005). Proponents of standardization say a trend is sweeping both marketing and advertising: the movement to create products that are made, packaged and promoted the same way around the world, regardless of culture. individual (Mueller, 1989). According to Bradley and Sousa (2005), a higher degree of adaptation is encouraged when the manager perceives large differences in the economic environment and lifestyles between the home country and the foreign country. On the one hand, those who support the global standardization approach argue that a single television advertisement should be used in international markets to reduce total costs and promote a global corporate image. On the other hand, those who support the internationalization school of thought see the need to adapt marketing to fit the unique dimensions of each local market. (Vrontis, 2003). Countries differ significantly in terms of availability, quality, coverage, audience and cost of advertising media (Root, 1994). According to Laroche...... middle of article...... Paek (2007) observed that national brands were more likely than multinational brands to use Latin music and lyrics localized to the Dominican Republic .Visual ElementsColor is an essential element of products, logos and advertisements, and can be an effective way of creating and maintaining brand and corporate images in the minds of customers. Colors are known to possess emotional and psychological properties. The meanings associated with different colors are important to marketers when developing advertisements because results have demonstrated that people from different cultures have different color preferences. It is important for marketers to understand which colors people prefer. Therefore, managers must recognize that the meanings associated with certain colors may be pancultural, regional, or specific to a given culture. (Hewett, Madden & Roth, 1999)