Questions, Discussion Points and Student
Activity
Chapter 2: Values and culture
1. Why are values and value differences stable over time?
2. Sum up the differences between the models by Hofstede, Schwartz and GLOBE. Why are
these differences important for the application to advertising?
3. List the various elements of low- and high-context communications.
4. Find expressions related to time in your own language.
5. The Japanese have many holidays and celebrations of seasons that can be explained by
culture. Seasonal events are cherry blossom viewing (around April 1), autumn colors
viewing and going out in the rainy season. Special holidays are “Day for the admiration
