Cultural differences and advertising expression of america assignment

Japanese adverts are based on audio and visual effect, instead of words, appeal to viewers’ emotions environment or context’s meaningfulness in communication small- town mentality, collectivism Japan is high-context – assign meaning to stimuli rounding the explicit message. Verbal messages have little meaning without the surrounding context America is low-context – exclude those stimuli and focus on the communication event, whether it is a word, a sentence or physical gesture.

The message itself means everything. Soft-sell appeal to emotion, family, your place in society. Dominant in high-context cultures hard-sell – direct logic, convincing proof of the products quality, low- context cultures emotional connector does not persuade but communicates the feeling of products’ allure and familiarity music plays a huge role in Japanese ads Japan and America have similar needs, how we get them is different.