3. Advertising Styles A ustria D enmark G ermany F inland S weden U SA N orway S ingapore C hina France A rgentina I taly A rab world B razil S pain I ndia N etherlands Indirect & Implicit Direct & Explicit Aesthetics E ntertainment Emotions Structure Symbolism PDI- PDI+ UAI- UAI+ IDV Personal IDV IDV/COL COL Drama Metaphors Play with words UK Humor Japan

14. The Logic of advertising in Western societies How you or your product is different Why your product is best, using clearly stated information and benefits Consumers then will want to buy, because they have a clear reason or justification for the purchase If they are satisfied, consumers will like and trust the company and the product and make repeat purchase

15. The Logic of advertising in Japan Make friends with the target audience Prove that you understand their feelings Show that you are nice Consumers will then want to buy because they trust you and feel familiar with you (the brand and company) After the purchase, consumers find out if the product is good or what the benefits