Chapter 6 Culture.

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Presentation transcript:

Chapter 6 Culture

Chapter Outline Culture and Its Characteristics Influence of Culture on Consumption Influence of Culture on Thinking Processes Influence of Culture on Communication Processes

Chapter Outline Cultural Universals Cultural Similarities: An Illusion Communication Through Verbal Language Communication Through Nonverbal Language Subculture

Functions of Culture prescriptive facilitating communication

Characteristics of Culture socially shared learned subjective enduring cumulative dynamic

Context of Culture: Low-Context Culture - explicit messages - words conveying main part of information - words and meanings being independent of context - e.g., Germany, North America - compatible with "lecture" advertising strategy

Context of Culture: High-Context Culture - indirect communication - message not understood without context - environment changing meanings of words - e.g., Japan, France, Asia, Middle East - compatible with "drama" advertising strategy

Communication through Verbal Language Language Acquisition - "Use It or Lose It" hypothesis Translation The World's Best Language - English - Chinese - Spanish - Esperanto Marketing and Languages

Communication through Nonverbal Language Language of Time - linear-separable time - circular-traditional time - procedural-traditional time Language of Space Language of Agreement Language of Friendship

Communication through Nonverbal Language Language of Negotiation Language of Religion Language of Superstition Language of Color Language of Gifts