I shall begin by examining the psychological problems which have to be faced by those considering world advertising themes, and review the research that has been done on cultural differences in personality and motivation. This review of academic research on unis problem will, I fear, at first appear to present a rather hopeless outlook. But it is not my intention to attack the idea of international themes as such. My aim is not to present a case either for or against international themes. My intention is to show that the markets for products which have international potentials should be widely and thoroughly researched, and that before an advertising theme is spread across the globe, there should be intra-national motivation research planned and co-ordinated by committees representative of the best research brains in the countries for which a theme is being sought.