What Is The Difference Between A High-context Culture And A Low-context Culture Relating To Advertising?

Question

What Is The Difference Between A High-context Culture And A Low-context Culture Relating To Advertising?

2 Answers

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Answer 1

High-context culture rely on implicit nonverbal actions & environmental setting to convey meanings,unlike low-context cultures,which rely heavily on explicit verbal communication.
Low-context cultures concentrate on every detail of a decision,whereas high-context cultures build relationships & trust.
Low-context cultures encourage open disagreement,whereas high-context cultures avoid conformation & debate.
Low-context cultures view negotiations impersonally as a series of problems to be overcome. High-context cultures emphasize harmony & agreement to be worked out.
Low-context cultures tend to value written agreements & interpret laws strictly,whereas high-context cultures view adherence to laws as being more flexible.
PREPARED BY CHITTARANJAN BISWAL.

Answer 2

In the dimension of advertising, it is immensely necessary to consider the nature of cultures in order to cater effectively to the norms, tastes and preferences of the people of that specific culture through advertising. Considering this fact, advertisers become increasingly cautious in gauging the mechanics of each culture and harmonizing their advertising strategies in relation to that culture.

In that specific regard, high-context cultures are more challenging and difficult to deal with in comparison to low-context cultures. As far as a high-context culture is concerned, things are perceived as an independent entity and have an exclusive identity that does not depend upon the various factors that are surrounding it. Speaking about a low-context culture, it is pretty different from a high-context culture in the sense that factors are perceived in a collective sense rather than an individual sense.

The comprehension of any determinant depends heavily upon the stimuli that are surrounding that determinant, without the presence of which the determinant would be apprehended in an altogether different manner. In other words, a high-context culture is more of a collective culture while a low-context culture is more of an individualistic culture.