High-context vs Low-context

The world is full of many different types of people, and cultures and everyday there are situations of persuasion going on. Whether it is a fast food company trying to get you to eat at their restaurant, or an insurance company wanting you to put your trust in them to take care of you, there is always some form of persuasion, and establishing the proper way to appeal to the many different cultures will help sell your idea/product.

Two main things to notice about the different cultures are High-context cultures, and Low-context cultures.

High-context cultures = Asia, South America, Africa, and much of the Middle East

• Focuses on indirect communication. Blunt, or hard-sell tactics will hinder the chances of persuasion
• Being polite is very important. Respect and honour is something that is key in these cultures.
• Use of soft-sell techniques. Focused on simple facts.
• Establishing long term relationships is important
• Use “we” and “our”
• Avoid direct comparisons

In Singapore, to attract people to join the military the posters used show the opportunity to gain skills, and respect/honour. They are not direct in saying “join us”

Low-context cultures = Northern Europe, North America, Scandinavia, Australia

• Focuses on direct communication. Gets right to the point.
• Modesty is of no use. Always stating the idea/product is “the best”
• Use of hard-sell techniques is a must. Shows incentives, product advantage, testimonials (think infomercials – Snuggies, with tons of marketing, testimonials stating how spectacular the product is, when it is simply a housecoat put on backwards.)
• Long term relationships are not important, rather the establishment of transitory personal relationships
• Focuses on individual benefits.

In Canada and the US, to attract people to join the military the posters are direct in saying to join.