Communication Style in Cross Cultural Advertising
Understanding the way in which other cultures communicate allows the advertising campaign to speak to the potential customer in a way they understand and appreciate.
For example, communication styles can be explicit or implicit. An explicit communicator (e.g. USA) assumes the listener is unaware of background information or related issues to the topic of discussion and therefore provides it themselves.
Implicit communicators (e.g. Japan) assume the listener is well informed on the subject and minimises information relayed on the premise that the listener will understand from implication.
An explicit communicator would find an implicit communication style vague, whereas an implicit communicator would find an explicit communication style exaggerated
Understanding the way in which other cultures communicate allows the advertising campaign to speak to the potential customer in a way they understand and appreciate.
For example, communication styles can be explicit or implicit. An explicit communicator (e.g. USA) assumes the listener is unaware of background information or related issues to the topic of discussion and therefore provides it themselves.
Implicit communicators (e.g. Japan) assume the listener is well informed on the subject and minimises information relayed on the premise that the listener will understand from implication.
An explicit communicator would find an implicit communication style vague, whereas an implicit communicator would find an explicit communication style exaggerated