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Visual Strategies in U.S. and Chinese TV Ads
Unformatted Document Text:  4 on the listener to keep up their knowledge base. The United States and most Western European countries are grouped into LC countries, and most Asian and Arabic countries are grouped into HC countries (Hall, 1976, 1987). Advertising content is heavily influenced by the culture in which it’s created. Some researchers using the high/low context demarcation confirmed that context could be a predictor of advertising content (Cho et al., 1999; Lin, 2001). Advertisements in low-context cultures are prone to be informative (Lin, 1993); have more of a hard-sell approach (Mueller, 1987, 1992); use direct and confrontational appeals (Cutler & Javalgi, 1992; Miracle et al., 1992); use a more direct rhetorical style (Caillat and Mueller, 1996), and stress breadth rather than depth (Roth, 1992). On the other hand, advertisements in low-context cultures contain less information; use more of a soft-sell approach (Cutler & Javalgi, 1992, Mueller, 1987, 1992); use indirect and harmony-seeking appeals (Miracle et al., 1992) and stress depth rather than breath (Roth, 1992). Research on high/low context points out that effective communication in one context may do not work in the other context. Hall and Hall (1987) noted that people from HC might become impatient and irritated when people from LC insist on giving them much more information than they expect. Conversely, people from LC will feel lost when they are not given enough information. Individualism vs. Collectivism Sociologists also use the concepts of individualism and collectivism to differentiate cultures (Hofstede, 1980). In individualist cultures, individual uniqueness

Authors: Xue, Fei., Zhou, Shuhua. and Zhou, Peiqin.
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on the listener to keep up their knowledge base. The United States and most Western
European countries are grouped into LC countries, and most Asian and Arabic countries
are grouped into HC countries (Hall, 1976, 1987).
Advertising content is heavily influenced by the culture in which it’s created.
Some researchers using the high/low context demarcation confirmed that context could
be a predictor of advertising content (Cho et al., 1999; Lin, 2001). Advertisements in
low-context cultures are prone to be informative (Lin, 1993); have more of a hard-sell
approach (Mueller, 1987, 1992); use direct and confrontational appeals (Cutler & Javalgi,
1992; Miracle et al., 1992); use a more direct rhetorical style (Caillat and Mueller, 1996),
and stress breadth rather than depth (Roth, 1992). On the other hand, advertisements in
low-context cultures contain less information; use more of a soft-sell approach (Cutler &
Javalgi, 1992, Mueller, 1987, 1992); use indirect and harmony-seeking appeals (Miracle
et al., 1992) and stress depth rather than breath (Roth, 1992).
Research on high/low context points out that effective communication in one
context may do not work in the other context. Hall and Hall (1987) noted that people
from HC might become impatient and irritated when people from LC insist on giving
them much more information than they expect. Conversely, people from LC will feel lost
when they are not given enough information.
Individualism vs. Collectivism
Sociologists also use the concepts of individualism and collectivism to
differentiate cultures (Hofstede, 1980). In individualist cultures, individual uniqueness


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