This document discusses intercultural marketing and how culture impacts advertising. It explores definitions of culture and outlines key dimensions of culture according to theorists like Edward Hall and Geert Hofstede. Hall identified high and low context cultures as well as dimensions of time and relationships with nature. Hofstede defined five dimensions of national culture: power distance, individualism vs collectivism, masculinity vs femininity, uncertainty avoidance, and long vs short term orientation. The document concludes by examining how these cultural dimensions impact advertising approaches in different societies.

1. Intercultural Marketing Advertising and Culture Lecturer Frédéric LE THEUFF