This document discusses how advertising styles vary across cultures and the purpose of marketing communication. It notes that advertising styles reflect cultural values and that cultures can be classified on a spectrum from indirect/implicit to direct/explicit communication. Additionally, the purpose of advertising is to persuade in individualistic cultures but build relationships and trust in collectivistic cultures. The effectiveness of advertising is measured differently, focusing on persuasion in some cultures and likeability in others.

3. Advertising Styles A ustria D enmark G ermany F inland S weden U SA N orway S ingapore C hina France A rgentina I taly A rab world B razil S pain I ndia N etherlands Indirect & Implicit Direct & Explicit Aesthetics E ntertainment Emotions Structure Symbolism PDI- PDI+ UAI- UAI+ IDV Personal IDV IDV/COL COL Drama Metaphors Play with words UK Humor Japan

14. The Logic of advertising in Western societies How you or your product is different Why your product is best, using clearly stated information and benefits Consumers then will want to buy, because they have a clear reason or justification for the purchase If they are satisfied, consumers will like and trust the company and the product and make repeat purchase

15. The Logic of advertising in Japan Make friends with the target audience Prove that you understand their feelings Show that you are nice Consumers will then want to buy because they trust you and feel familiar with you (the brand and company) After the purchase, consumers find out if the product is good or what the benefits