DIE UNSICHERHEITSVERMEIDUNG IN DER DEUTSCHEN UND IN DER RUMÄNISCHEN WERBUNG
UNCERTAINTY AVOIDANCE IN GERMAN AND ROMANIAN ADVERTISING

Summary/Abstract: The dimension of uncertainty avoidance is an expression of the tolerance or acceptance of general uncertainty. It shows the extent to which regulations and safety precautions are desired. In the case of high uncertainty avoidance, exact regulations and strict behavioral requirements are required in order to avoid uncertainties. On the other hand, low uncertainty avoidance is a sign of acceptance of more uncertainty in unknown situations. If society is tolerant of uncertainties and unknown facts, there are few explicit rules and guidelines. The uncertainty avoidance can also be recognized in the execution of advertising, the interactions between the characters and the nature of the characters represented, as well as the manner of conveying the message and influencing the target group in different cultures.

• Details
• Contents