This paper examines and analyzes which cultural values are used in advertising in domestic and foreign advertisements and in what way. Culture significantly influences consumer behavior and habits primarily through the influence of social values and languages, various beliefs and prejudices. Cultural differences require different approaches, and cultural values play a significant role in shaping different values in the advertising market. It is necessary to know the culture of a particular country and to study well all the social factors in order for a certain way of advertising to become ultimately successful. Advertisers should pay special attention to cultural values important for international advertising where there are significant social differences that have been explored in this paper. The same advertising appeals and values generally appear in the market regardless of the culture to which people belong. However, companies observe cultural specifics and try to apply the observed current cultural values in communication with consumers through various advertisements. Some of the current cultural values analyzed in this paper are youth / youthfulness, individualism, efficiency and practicality, material comfort, achievement and success, environmental awareness and investing in the future.