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Chapter 4: Dimensions of Cultures
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Chapter 4: Dimensions of Cultures

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  • 1. Chapter 4: Dimensions of Culture
    MCM 454: Case studies in Advertising
    Bahar Keshavarz
    Ferdos Karimian
    Walaa Yassien
  • 2. The cultural dimensionsThe United States
    M-time culture ; Time is money, Very precise with time, Value time to the extreme, product is more important than the process.
    Low-context ; Self-Oriented, Informal greetings
    Dressing for success
    Mostly use of verbal communication
    Communication is simple and clear.
    Linear thinking
    Low uncertainty avoidance
    Individualistic
    Independence
    Long-term orientation
  • 3. The cultural Characteristics
    • Short term thinking
    -Low uncertainty avoidance
    • Obsession with change
    • 4. Strong role differentiation
    • 5. Owned Privacy
    • 6. Equal opportunities
    - Education: learn how to learn
    -Children learn to speak in terms of “I”
    • Long term thinking
    -High uncertainty avoidance
    • Tradition is the best
    • 7. Strong role differentiation
    - The expression private is limited
    - Opportunity based on status
    -Education: learn how to do
    - Children Learn to speak in terms of “we”
  • 8. The cultural dimensionsThe Netherlands
    M-time culture ; Time management (careful planning and scheduling)
    Product more important than process
    Low-context ; Overt, simple, clear and explicit messages
    Fragile relationships
    Visible and outward reactions
    Mostly use of verbal communication
    Linear time concept
    Small power distance
    Individualistic
    Weak uncertainly avoidance
    Long-term orientation
  • 9. The cultural Characteristics
    - Longer term thinking
    - Traditional
    - Thrift and perseverance
    - Individualist
    - Small role differentiation
    - Winning not displayed; status not important
    - Debit card
    - Education more important than getting a job
    - Short term thinking
    - Traditional
    - Spending money easily
    • Collectivist
    • 10. Strong role differentiation
    • 11. status is important
    - Credit card
    - Getting a job is more important than education
  • 12. The cultural dimensionsJapan
    P-time culture ; Time is open and flexible
    Process more important than product
    high-context ; Covert, implicit messages
    Use of metaphor
    Strong relationships; High commitments
    Mostly use of non-verbal communication
    Circular time concept
    Large power distance
    Collectivistic
    Strong uncertainly avoidance
    Long-term orientation
  • 13. The cultural Characteristics
    • Long term thinking
    • 14. Dependence
    - Traditional
    - Thrift and perseverance
    - Collectivist
    - Strong role differentiation
    - Status important
    - Debit card
    - Education more important than getting a job
    -Harmony with nature
    -Not in favor of change
    - Short term thinking
    - Traditional
    - Spending money easily
    • Collectivist
    • 15. Strong role differentiation
    • 16. status is important
    - Credit card
    • Getting a job is more important than education
    • 17. Favor of change
  • Thank you for listening to our presentation …
    Any Questions ?i!?