ADVERTISING IN HIGH AND LOW-CONTEXT CULTURES

Abstract

This article discusses one of the characteristics differentiating national cultures, namely the impact of context in cross-cultural communication and, as a consequence, its influence on the conduct of promotional activities. The basis for the analysis is the research of anthropologist Edward Hall who divided the national cultures into high- and low-context cultures. In the first group a person's status in society depends primarily on numerous external factors, there is a strong dominance of tradition, a penchant for rituals. In the second group, the context plays, ultimately, a secondary and subordinate role, and the status of a person is determined on the basis of personal qualities and achievements. Based on the description of the key features of these two groups illustrates the variability of approach in their advertising activity, the success of which depends on the most accurate definition of the cultural environment.