Advertising in high- and low context cultures : A comparative content analysis between Sweden and Brazil

Abstract: In today's increasingly globalised world, research within cultural differences is called for to be able to categorize nations and aid cross border communications around the world. This thesis is a quantitative study of differences in advertising communication between what is considered high and low context cultures, through a deeper look into Sweden and Brazil. Trade agreements between these two nations are well-established and highly profitable, but differences in cultural bases are vast, potentially leading to misunderstandings and wrongful communications conduct if not taken in consideration. Studies within cultural differences classify Sweden as a low context individualistic nation and Brazil as a high context collectivistic nation, but these classifications were made many years ago and research within cultural imperialism, globalisation and transnational consumerism state that the world is changing and that further research within the specific communities is needed today. With this problem in mind we have in this study chosen to ask the question of what the differences in advertising context are between Sweden and Brazil and if the theories actually match reality as it is today? The purpose of this question is to further the frame of reference within the theories and to aid in cross border communications. This in order to understand the connection and if needed re-categorize the nations within the spectrum. The study was made through a comparative content analysis of television advertising in both countries, determining differences in context attribute frequency. The results and conclusions of the study show that theories of high and low context classifications do not match reality between these two nations, and that globalism has in fact had an effect on advertising communications.