INDIVIDUALISMUS VERSUS KOLLEKTIVISMUS IN DER DEUTSCHEN UND IN DER RUMÄNISCHEN WERBUNG
INDIVIDUALISM VERSUS COLLECTIVISM IN GERMAN AND ROMANIAN ADVERTISING

A COMPARATIVE STUDY

Summary/Abstract: The dimension of individualism vs. collectivism is one of the most important differentiators of cultures. The focus is on the classification of the relationship between the individual and society. This dimension is one of the best studied because of its importance and obviousness. Individualism can be regarded as a system of values in a society or organization in which an individual is in the center of that society or organization. Collectivism however should not be perceived as a superior understanding of values. Basically, however, the result of a group decision can be better than that of an individual. In advertising this cultural dimension has been used to address culturally different target groups and to highlight the different cultural characteristics of advertising messages.

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