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American People Have A Low Context Culture

256 Words2 Pages
Two different strategies are used by American Express to address messages to target markets. American people have a low context culture. They prefer words to context. Directly to the key words is their favorite. So for potential customers in America, American Express pays attention to words. American Express directly tells their American potential customers what kinds of benefits they will get, if they choose American Express credit card. Because American has a low context culture.
For Mexican potential customers who have a higher context culture, compared to America. Considering feeling is important here. And according to this American Express takes the different actions. For example, at the beginning of the letter they mention that not everyone
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