NEUTRALITÄT VS. EMOTIONALITÄT IN DER RUMÄNISCHEN UND IN DER DEUTSCHEN WERBUNG / THE DIMENSION NEUTRAL VS. EMOTIONAL IN ROMANIAN AND GERMAN ADVERTISING

Abstract

Fons Trompenaars describes with the dimension neutral vs. emotional how far it is possible to express emotions in public in different cultures. Emotionality includes not only outbursts of emotion, but also everyday appearances such as smiling, gesturing, i.e. also non-verbal forms of communication. In neutral cultures, the emerging feelings are controlled and rather kept to themselves. In discussions it is mainly argued on the factual level. There is a low-context verbal communication. Neutral vs. emotional can also be recognized in the execution of advertisement, the interactions between the characters and the type of persons represented, as well as in the way the message is conveyed and how the target group is influenced and reached in the different cultures.

Keywords

• interculturality
• intercultural perception
• cultural dimensions
• neutral vs. emotional
• advertising