SPEZIFIZITÄT VS. DIFFUSITÄT IN DER RUMÄNISCHEN UND IN DER DEUTSCHEN WERBUNG / THE DIMENSION SPECIFIC VS. DIFFUSE IN ROMANIAN AND GERMAN ADVERTISING

Abstract

The dimension specific vs. diffuse means that in specific cultures the areas of life are clearly separated and encounters with other people are also considered in these categories. If you deal with a person in different areas of life, you behave according to the situation. The opposite is represented by diffuse cultures, where the areas of life are mixed together and the access from the public sphere to the private sphere is easier. In relationships, one behaves indirectly, seemingly aimlessly. One is often evasive and ambiguous. Specific vs. diffuse can also be recognized in the way the advertisement is carried out, the interactions between people and the type of persons represented, as well as the way in which the message is conveyed and how it influences and reaches the target group in the different cultures.

Keywords

• interculturality
• intercultural perception
• cultural dimensions
• specific vs. diffuse
• advertising