/ 0
Table of contents

Document in text mode:

195CHAPTER 7Culture and CommunicationBecause the United States is the birthplace of marketing and advertising theory and techniques, American cultural assumptions are at the root of philosophies of how advertising works, not only in the United States but also in other parts of the world. If we want to understand how advertising works across cultures, we’ll first have to learn how communication works. Styles of com-munication vary by culture and are influenced by deeply ingrained habits and philosophies. One of the clearest distinctions is between high-context and low- context communication. Related to this distinction is how people process informa-tion and their expectations of the role, purpose, and effect of communication. Is advertising persuasive by nature, or can it have another role in the sales process? Understanding how advertising works across cultures is of great importance for international companies. With advanced information technology, new forms of communication have emer...