Marketing and Advertising in Brazil Comparison Essay by Nicky

The paper begins by explaining that the United States is a low-context culture, where a clear message rather than an emotional 'feeling' is communicated by an advertisement. The paper contrasts this to a high-context culture like Brazil, where nuance in relationships and meanings must be carefully observed when constructing advertisements. The paper then focuses on the role of family and children in Brazil and the common social dynamics and lifestyle patterns such as a great love of music, the tendency to stay up later, have dinner later, and to put less physical space between one another. The paper further notes that sexuality and female beauty is often used to sell items in Brazil, in a way that might be considered politically incorrect in the United States.