Differences and Strategies of High and Low Context Cultures from the Perspective of Burberry’s Advertisement

DOI

10.2991/ismss-19.2019.68How to use a DOI?

Keywords

High and low context cultures; roots of differences; figure out; speak out; Burberry’s advertisement

Abstract

This paper discusses the differences between high and low context cultures from the perspective of Burberry’s Chinese New Year advertisement. It explains the differences between high and low context cultures in the aspects of information dissemination and interpersonal relationship. And the author points out the roots of differences from the three factors of religious, language and mode of thinking and the social history. Then the author proposes solutions and strategies to cross cultural communication in high and low context cultures. Adopting comparative method and case analysis method to expound these theories, this paper draws a conclusion that we should build cultural awareness and adopt two strategies to make intercultural communications successfully. The innovation of this paper lies in discussing the high and low context cultural differences from the information dissemination aspect and interpersonal relationship aspect and proposes a strategy of figuring out and speaking out accordingly when do cross cultural communications of high and low context cultures.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yanmei Gao
PY  - 2019/04
DA  - 2019/04
TI  - Differences and Strategies of High and Low Context Cultures from the Perspective of Burberry’s Advertisement
BT  - Proceedings of The First International Symposium on Management and Social Sciences (ISMSS 2019)
PB  - Atlantis Press
SP  - 317
EP  - 320
SN  - 2352-5398
UR  - https://doi.org/10.2991/ismss-19.2019.68
DO  - 10.2991/ismss-19.2019.68
ID  - Gao2019/04
ER  -