1

Table of Context

Introduction..............................................................................................................................2

1. Definition of Culture....................................................................................................3

2. High-context Cultures..................................................................................................3

2.1. Example of Gender Bias in International Business.......................................4

2.2. From High Context Culture to Low Context Culture……………………..4

3. Low-context Cultures ………………………………………………………………4

3.1. From Low Context Culture to High Context Culture..................................5

4. P-time Versus M-time..................................................................................................6

5. Conclusion.....................................................................................................................6

6. References.....................................................................................................................7

2

Introduction

The world is becoming a global market for rising and emerging businesses. There is an

important goal is that they want to sell their goods to potential customers and cross culture.

Nevertheless, if companies want to provide an efficient and an effective communication

between different countries, the companies need to analyse culture of other countries, (Philip

and John, 2002). Most likely the most helpful impression has been defined by Edward Hall

for understanding the importance of cultural dissimilarity of low-context and high-context

cultures in business relations. Generally it is concerning how negotiation income, how

agreements are specified, and how employees should be controlled.

Feature of High-context cultures are socialist, preferring group harmony and consensus to

individual achievement. On the other hand, in low-context culture people are realistic because

they are making decisions based on fact not instinct. In Section four I present that when you

move from high-context to low-context cultures or from low-context to high-context cultures

some problems can occur. It is not easy to adapt and to enter new cultures. In addition; M-

time and P-time which are types of time have been defined by Edward Hall. It will be

explained in section five and Section five concludes.

3

1. Definition of Culture

A variety of writers have defined the meaning of the culture in the past. At the present, we

cannot say there is a certain description of culture because there are many explanations of

culture. Generally, culture is explained as a “shared system of attitudes, beliefs, values and

behaviour”. The latter as can be seen that culture is significant to communicate. (Angela

Gamsriegler, 2005)

2. High-context Cultures

South America, Middle East, Asia and Africa are High-context culture countries. For high-

context cultures the interpersonal relationship is very important for citizens from these

cultures. According to Hall, feature of high-context cultures are socialist, choosing set

agreement to personal success. In addition, people, from high-context cultures, are not as

much of managed by cause than by instinct or feelings. Context is more significant than

words for high-context culture, (Cateora, 2007). For instance, in Japan are a standardized

people and they do not speak as much as low-context culture such as America. When they

say one word they understand each other this is their style of communication but in America

people need to say more than one word to understand each other. The communication in

high-context should be formal and not direct, (Marin. Edu).

4

Source: IMM Lecture Notes

2.1. Example of Gender Bias in International Business

In most countries the gender bias against women supervisor causes various problems. For

instance; generates doubts amongst Western global companies. In high-context cultures such

as; Asian, Arab, Latin America women are not given high level of management. In male

dominated countries are usually given minimum business opportunities to women. Given

responsibility for the management of a company when one of the results indicated respect is

greatly respected companies. A female manager of the company has received strong support,

it is usually respected, and that it represented is proportional to the location of the company.

Usually to a female manager, such resistance is shown. Normally in high-context countries

women would not be a manager, (Ghauri & Cateora, 2006).

2.2. From High Context Culture to Low Context Culture

Enter in high-context culture could be difficult for foreign people. The most important

reasons are that you are the not from inside therefore you do not have high-context

information and you cannot generate close relation, (culture-at-work.com). A person from

higher-context culture might need to careful when dealing with a lower-context culture. For

lower-context culture to be independent is more important and waits for many relationships.

If you are coming from different culture to do business in low-context cultures such as;

Swiss, German or N. American, alternatively there are some differences you may encounter

the following:

Meaning of everything is clearly given in the communication itself,

Usually wide background information is given to avoid verbally misunderstandings,

Short-term relationships,

They have to comply with the rules,

Agreements have to be a long and very detailed, (Communicaid.com).

3. Low-context Cultures

North America, Swiss, Germany, French and Scandinavian are some of low-context

countries. Characteristics of people from this culture value logic, reality and flurry. The

importance of making decision is that it should base on fact not instinct.   Negotiations end

5

with events or proceedings. Furthermore, speakers are expected to be uncomplicated and

simple, brief, and well-organized. To be clear, precise words shall endeavour to use by

communicators, (marin.edu).

Example: One of the features of a low-context culture is about marks or symbols and written

orders. If you are travelling in a low-context culture such as in Germany and also if this is

your first time been in Germany it is not going to be difficult because there are many signs

and details about street map, tourist information and transport for civic. In contrast, most of

the high-context cultures there is no too much such information. Nevertheless, everyone

knows where to go and what to do.

3.1. From Low Context Culture to High Context Culture

To enter low-context cultures are comparatively uncomplicated for stranger people because

the environment contains much of the information you need to participate, and because can

you form relationships fairly soon, and because the important thing is accomplishing a task

rather than feeling your way into a relationship, (culture-atwork.com).

While doing commerce in high context cultures for example; Arab, Japan or Korea, you may

encounter the following:

Misunderstanding is possible when swapping information,

Impression of a lack of information

A large part of the information is supplied in a non-verbal way,

Long term relationships and faithfulness,

Unwritten rules can simply be ignored by foreigners,

Contracts have to be shorter and not too much information is required, (Communicaid.com).

Example: The main point is that we need to understand context of our global colleagues.

They are coming from high-context culture or low-context culture. It will help us to create

relationships with them and communication should be easier. In addition, a person from low-

context culture might be aware of that in high-context culture to support each other is

important in small group and they may not support who is come from outside therefore it

should be difficult for people from low-context.

4. P-time Versus M-time

M-time and P-time which are types of time have been defined by Edward Hall.

6

M-time (monochromic): Including North Americans, Dutch, Swiss, Germans and

Scandinavians. People from these cultures which are Western cultures tend to focus on one

thing at a time and they are punctual. Largely low-context cultures work on M-time.

P-time (polychromic) is more dominant in high-context cultures where the completion of a

human transaction is emphasised more than sticking to schedules. The feature of P-time is

that many things can be seen at the same time by a large participation of people and it is

helping to create relationships. P-time is concerned much too late and with a loose concept of

time. P-time also has routine interruptions and delays may be expected therefore, for P-time

people to be on time is not too much important such as Croats, other side being on time is

important to M-time cultures such as; German, Swiss etc.

Many cultures suggest a mix of P-time and M-time behaviour. As international markets

expand, more industry citizens from cultures are adapting to M-time, (Ghauri & Cateora,

2006).

5. Conclusion

As a global company which is want to communicate effectively it has to think differences

between cross culture. The best way is to consider these differences in terms of low-context

culture and high-context culture. Context has to do with how much you have to know before

you can communicate effectively. The low-context and high-context cultures have been

defined by Edward Hall to understand how they are important for business relationships. In

addition P-time and M-time that are types of time also have been defined by Edward Hall.

Largely low-context cultures work on M-time. However, P-time is more dominant in high-

context cultures. Many cultures suggest a mix of P-time and M-time behaviour.

When people move to high-context culture or low-context culture, they encounter some

adaptation problems. You need to be aware of culture to avoid misunderstand features of

cultures. It is difficult to learn new culture even low-context culture for example; language,

religion, law, life style. It takes a long time to get used to.

7

6. References

Text Book:

1. Cateora P., Graham J. (2002), International Trade, Eleventh edition, McGraw-Hill:

North America

2. Graham C. (2007), International Trade , 13th edition, McGraw-Hill/Irwin: New York

Web-internet:

3. “High-context and Low-context Culture Styles” (Accessed; 16/05/10)

Available at: http://www.marin.edu/buscom/index_files/Page605.htm

4. “Cross –Cultural Communication Style: High and Low Context” (Accessed;

22/05/10)

Available at: http://blog.communicaid.com/cross-cultural-training/high-and-low-context

5. “Communicating Across Cultures” (Accessed; 17/05/10)

 Available at: http://www.culture-at-work.com/highlow.html

Articles:

6. “High-Context and Low-Context communication Styles” (June 2005), Angela

Gamsriegler

Available at:

http://gamsriegler.factlink.net/fsDownload/communication%20styles%20across

%20cultures.pdf?forumid=326&v=1&id=216808

8

Table of Context

Introduction..............................................................................................................................9

1. Defining of International Advertising Strategies....................................................10

2. What is standardization of advertising..................................................................?10

3. Problems of Standardization of International Advertising and International

Promotion Process......................................................................................................10

3.1. Cultural Environment....................................................................................10

3.2. Technology......................................................................................................11

3.3. Heterogeneous Media....................................................................................11

3.4. Language Barrier..........................................................................................11

3.5. Type of Product..............................................................................................12

4. The International Communication Process.............................................................12

5. Conclusion...................................................................................................................13

6. References...................................................................................................................14

9

Introduction

Generally, the means of Globalization is that buying and selling products or services in the

world and economics market are becoming incorporate. Globalization provides economics

opportunities for companies therefore business can gain competitive advantage and able to be

more innovative. In addition, companies are given more importance on advertising in the

global markets. In Theodore Levitt`s article The Globalization of Markets”, the trend of

globalization of markets with encouraging of modern technology companies can standardized

products which are acceptable to customers worldwide.

“The world’s needs and desires have been irrevocably homogenized. This makes the

multinational corporation obsolete and the global corporation absolute.” —Theodore Levitt

(1983).

When borders open for trade then we can say clearly that company able to get opportunities

easier as a result of that firms and government can attain easier, more rapidly, and cheaper

than before all over the world, (globalisation and innovation in emerging market). In the

globalised world globalised markets have some responsibilities for instance; control activities

of trade, need to comply policies and helping organization. The period of over the 50 years,

the main important global organizations have been arrangement such as; the “General

Agreement on Tariffs and Trade”(GATT), the “World Trade Organization” (WTO) the

“International Monetary Fund” (IMF), the “World Bank ” and the “United Nations” (UN).

Their purpose is that to perform these functions, (Recep Y., Halil E., & Osman D., 2009).

In the next section it was explained definition of advertising and standardization of

advertising. Standardization is an elastic strategy which can be adapted to different market

circumstances. The important point is that some part of advertising procedure can be

standardized while others must be adapted. In section 2 I discuss related problems of

standardization of international advertising which are cultural environment, technology,

language barriers, heterogeneous media and type of product. In section 3 I show one diagram

about the international communication process with explanation and section 6 concludes.

10

1. Defining of International Advertising Strategies

In the globalized world the company which is in the growing states they want to globalize

their product, service or their business therefore they are given more importance on

advertising in the global markets, (Dong-Sung C., Jinah C., & Youjae Y., 1994) the

advertisement have to be effective on customer and message should be clear to understand if

they companies want to develop their market share, get competitive advantage, to beat their

competitors and to be a leader in the global markets. The purpose of international advertising

is that to communicate between different cultures therefore the message should understand by

the target culture. (Jesús Maroto Ortiz, 2007).

2. What is standardization of advertising and International Promotion

Process?

Standardization is an elastic strategy which can be adapted to different market circumstances.

The important point is some parts of the advertising procedure can be standardized while

others must be adapted, (Frank, 2000). The point is that there are more dissimilarities than

resemblances amongst nations and with the intention of advertising supervisors need to be

careful in standardizing. The reason is that the international ads are not essentially completely

standardized. For instance; certain food and style products we cannot easily standardized

them because there is still require for adaptation. Those products need to adapt to the local

language, (Claes Vemmervik, 2008). As can be seen, adaptation and to standardize

some product far from easy therefore companies can encounter with some adaptation or

standardization problems. In the next section it was explained the problems of standardization

of international advertising.

11

International Promotion Process

Source: IMM Lectures Note

3. Problems of Standardization of International Advertising

The major problems for international advertising are that are language barrier, cultural

environment, heterogeneous media, type of product and technology. The specified problems

have been described as below:

3.1. Cultural Environment

The cultural environment plays an important role on standardized advertising. It is far from

easy to standardize advertising because of different requirements, behaviour, habits of

consumer and beliefs. World is becoming a global economy, developing technology helping

shipping easily and developing communications makes the territorial not too much important.

Nevertheless, the world is not just going towards the generation a global economy it is also

going towards homogenous culture, (Chris, 2002). Furthermore, the cultural context

influences efficiency of communication. In high context cultures for instance in Japan, China,

12

Latin America etc. Information is as important as what is said. In low context cultures such

as, German, Swiss etc the information is restricted in the verbal messages.

3.2. Technology

“The Globalization of Markets” The Harvard professor believed that thanks to technology

therefore markets are homogenize around the world, (Jesús Maroto Ortiz, 2007). At the

present, international trade is gradually more global in extent today. Many reasons affect to

this case. The main reason is technology. With helping technology communication and

transportation products trade is easier now. As a result of that purchasers and suppliers have

more opportunities to collect the best products from various countries. Increasing technology

is helping companies to get advantage and to beat its competitors,

(consumerpsychologist.com). Most of us want to purchase all products as many as possible

they have heard about, seen, or experienced through the recent technologies, (hbr.org).

As a result, international markets suggest to consumer standardized products. In addition,

while on the one hand, there is a right side relation which is explained above between

technology activities and competitive advantage. On the other hand, the negative side of

technology is that speedily varying communication technologies for instance; internet

adverts, TV affecting universal advertising therefore advertising is more challenging to

homogeny than manufactured goods or brand rules. That make owners of company more

stressful and they have to be faster than their competitors.

3.3. Heterogeneous Media

Advert standardization in homogeneous media is recommended. On the other hand, if

markets are heterogeneous environment variable, preference should be customized ads.

Similarly, the heterogeneity between countries in the economic environment makes the

advertising more difficult to standardize.

3.4. Language Barrier

At all time, language is an important factor for standardization. It is main barriers to

successful and efficient communication through advertising. The major problem is that every

country has their language, different language and different language as a result of that the

subtler problems of linguistic nuance and vernacular. For instance, the Bacardi Corporation

would like to put up for sale their drink which is under the name “Pavane” but in Germany

13

the means of “Pavane” similar with “Pavian” that means “Babbon”. Another example; in

Arabic tomato paste mean is tomato glue. Also Tropicana brand orange juice was promoted

as “jugo de china” in Puerto Rico. As we can say, the language and translation of language

are changing. Everyday words have different meanings in different cultures, (Mayur, 2009).

3.5. Type of Product

Another point is that kind of product is important and effect on advertising standardization.

Advertisements of certain products are easy to standardize such as; airlines, tobacco, banks

etc. Multi domestic industries like food, insurance more difficult to standardize them. If we

want to understand effecting of product we would analyse related between product influence

and effects of culture. Products and advertising are entrenched in a cultural context. An

international corporation must know that advertising is different across countries therefore

they should worry about impact of products. On the whole advertising dissimilarities across

nations tend to happen weaker whilst impact of products is not measured, (Jean-Claude U.,

Bruno K., Brigitte M., & Björn W., 2008). A number of global advertising is considered to

encourage and bring in new goods from one civilization to another.

4. The International Communication Process

There are the elements of communication which are frequently essential in every

communication.

Encoding

Information source

Noise

Feedback

Message channel

Decoding

Receiver

14

Advertising, personal selling, sales promotions which are promotional activities are on the

whole a communications process. Cultural diversity, media limitations, language barriers are

important for foreign marketers and to deliver the message correctly to the customers. If

media is not sufficient or kind of media can create problem therefore your message may be

not received or may be received by potential customers but they may be not understand

because of cultural differences. What`s more, the message may reach to the potential

customers and they understand your message but there is no result because the marketer did

not accurately measure the requirements of aim market or needs of consumer, (Ghauri &

Cateora, 2006).

5. Conclusions

The world is becoming a global market for rising and emerging businesses. There is an

important goal is that they want to sell their goods to potential customers. In addition,

companies need to globalize their product, service or their business as a result of that

advertising of product or service is important. The purpose of international advertising is that

to communicate between different cultures therefore the message should understand by the

target market. On the other hand, some parts of the advertising procedure can be standardized

16-5

Cultural context A Cultural context B

Marketer with

a product

Information source

Message translate

d into appropria

te meaning

Encoding Advertising media

and/or personal

sales force

Message channel

Encoded message interprete

d into meaning

Decoding

Action by consume

r respondi

ng to decoded message

Receiver

Evaluation of

communications

process and

measure of action

by receiver

Feedback

Competitive

activities, other

salespeople,

confusion, etc

Noise

15

while others must be adapted therefore companies can encounter with some adaptation or

standardization problems such as; cultural environment, technology, type of product,

language barriers and also economy.

16

6. References

Text Books:

1. Fill C. (2002), “Marketing Communications Contexts, Strategies and Applications”

Third edition, Prentice Hall Financial Times.

2. Ghauri P. & Cateora P., 2006, “International Marketing” 2nd edition, Berkshire, Mc-

Graw Hill Education

3. Kotler P., and Armstrong G. (2010) “Principles of Marketing” Thirteenth Edition,

Pearson Prentice Hall: New Jersey

4. Jefkins F. (2000) “Advertising” Fourth editions, Prentice Hall Financial Times

Articles:

5. “Globalization and International Marketing Ethics Problems” (2009), Recep Yücel.,

Halil Elibol., Osman Dağdelen

Available at http://www.eurojournals.com/irjfe_26_08.pdf

6. “Multiple dimensions of international advertising an analysis of the praxis in global

marketing industry from a translation studies perspective” (2007), Jesús Maroto Ortiz-

Sotomayor

Available at

http://www.euroconferences.info/proceedings/2007_Proceedings/2007_Maroto_Jesus.pdf

7. “International advertising strategy” (2008) Claes Vemmervik

Available at http://www.emeraldinsight.com/journals.htm?articleid=865522&show=pdf

8. “The standardization of international advertising: An analytic review” (2008) Jean-

Claude Usunier., Bruno Kocher., Brigitte Müller., & Björn Walliser

Available at http://www.hec.unil.ch/cms_irm/WP0708.pdf

17

9. “International Advertising strategies by NIC Multinationals: The Case of a Korean

Firm” (1994)

Dong-Sung Cho, Jinah Choi and Youjae Yi

Available at

http://www.dongsungcho.net/files/research/00011111333.pdf

10. “International Advertising” (Jan 15th, 2009), by Mayur

Available at: http://www.bukisa.com/articles/24315_international-advertising

Web-internet:

11. “International Marketing” (Accessed; 28/05/2010)

Available at: http://www.consumerpsychologist.com/international_marketing.html

12. “Globalization of Markets” (Accessed; 26/05/2010)

Available at: http://hbr.org/1983/05/the-globalization-of-markets/ar/1s%20by%20candlelight

                             

               

18