The book "Global Marketing and Advertising: Understanding Cultural Paradoxes" by Widya Paramita explores the complex relationship between culture and marketing. It challenges the assumption that people's rationality as producers differs from their rationality as consumers, arguing instead that consumers are producers for other producers. The author emphasizes that what is rational or irrational depends on an individual's value system, which is shaped by culture. Consumer behavior is culture-dependent, and marketing and advertising theories based on producers' logic are insufficient. Globalization has not created uniform consumers, and while there is a convergence of technology, media, and financial systems, consumer desires and behaviors remain diverse. In global marketing, "think global, act local" is a paradox, as both thinking and behavior are influenced by culture. Values are enduring beliefs that guide choices, beliefs, attitudes, and actions. They are more stable than attitudes and occupy a central position in cognitive systems. Values can be macro-level (cultural) or micro-level (individual). Values may seem universal but priorities and expressions vary. Culture is defined as the collective mental programming of people, shaped by education and life experiences. Culture is expressed through symbols, rituals, heroes, and values. Advertising often appeals to what is lacking in society, such as family in some cultures. Paradoxical values exist within and between cultures, with opposing values in different cultures. In Indonesia, there is concern about cultural changes, especially among youth. Marketers have recognized shifts in cultural expression, such as the use of digital communication. The book provides comprehensive insights into understanding culture and its elements, offering valuable information for marketers, researchers, and practitioners. It helps identify gaps in previous research and provides insights into designing advertising and marketing strategies.The book "Global Marketing and Advertising: Understanding Cultural Paradoxes" by Widya Paramita explores the complex relationship between culture and marketing. It challenges the assumption that people's rationality as producers differs from their rationality as consumers, arguing instead that consumers are producers for other producers. The author emphasizes that what is rational or irrational depends on an individual's value system, which is shaped by culture. Consumer behavior is culture-dependent, and marketing and advertising theories based on producers' logic are insufficient. Globalization has not created uniform consumers, and while there is a convergence of technology, media, and financial systems, consumer desires and behaviors remain diverse. In global marketing, "think global, act local" is a paradox, as both thinking and behavior are influenced by culture. Values are enduring beliefs that guide choices, beliefs, attitudes, and actions. They are more stable than attitudes and occupy a central position in cognitive systems. Values can be macro-level (cultural) or micro-level (individual). Values may seem universal but priorities and expressions vary. Culture is defined as the collective mental programming of people, shaped by education and life experiences. Culture is expressed through symbols, rituals, heroes, and values. Advertising often appeals to what is lacking in society, such as family in some cultures. Paradoxical values exist within and between cultures, with opposing values in different cultures. In Indonesia, there is concern about cultural changes, especially among youth. Marketers have recognized shifts in cultural expression, such as the use of digital communication. The book provides comprehensive insights into understanding culture and its elements, offering valuable information for marketers, researchers, and practitioners. It helps identify gaps in previous research and provides insights into designing advertising and marketing strategies.