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

4. Strong role differentiation

5. Owned Privacy

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

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

15. Strong role differentiation