Cross Cultural Rhetoric

Cultural Values

• individualism vs. conformity• conservatism vs. desire for change• social mobility vs. social stability• suspicion vs. credibility

• What is the claim?• What evidence for cultural values do you see?• Would this ad be persuasive in your country?

• What is the claim?• What evidence for cultural values do you see?• Would this ad be persuasive in your country?

“Studying makes the difference.Community engagement.”--Buenos Aries, Argentina

Factors that are important to multinational managers who consider the transferability of advertising

• Eating patterns and customs• Average size of household• Social class structure• Attitudes toward authority• Degree of nationalism in country• Attitudes toward achievement and work• Attitudes toward risk taking• Attitudes toward wealth and monetary gain• Similarity of ethical and moral standard to

the United States

Questions to consider• What is “cool” in your country?

▫Working for a well-known company?▫Staying true to shared beliefs? (which beliefs?)▫Wearing brand names?

• What is the perfect woman like?▫A good mother?▫Strong and assertive?▫Intelligent?

• What is the perfect man like?• What is the perfect family like?

Consider your ad..

What is the claim?

What evidence for shared cultural values or norms do you see?

Would your partner’s ad be persuasive in your country?

Why or why not?