Chapter 4: Dimensions of Cultures

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Chapter 4: Dimensions of Cultures

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

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