An attention-grabbing positioning of advertising can be achieved through emotional appeals (images), informative appeals (text), or through a combination of emotional and informative influence. Cultural values play a prominent role in advertising. Therefore, international advertising strategies must either be standardized or differentiated based on culture and country. This study examines, through a comparison of advertisements from the German and Arabic-speaking regions, whether and how advertising messages are adapted to cultural circumstances. It provides insights into the cultural differences and similarities of the German and Arabic-speaking target audiences, as well as the communicative characteristics of advertising in these countries. Practical examples from German and Arabic advertising are used in this context.