How the advertising industry focusses on individualism?
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Truly understanding cultural diversity is as essential for global marketers as it is for foreign diplomats or anyone who seeks to communicate with people of different cultures. This goes far beyond translating ads, or speaking, in various languages. It means understanding who you are as a result of your cultural background, understanding others in context of their cultures and then understanding how they interact.
In the 1960s, now-retired Dutch Professor Geert Hofstede created a model which distinguishes five dimensions of culture. The model has been used for intercultural management training but Marieke de Mooij, president of Cross Cultural Communications Co., Amsterdam, applies it to advertising
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