LEISTUNG VS. STATUS IN DER RUMÄNISCHEN UND IN DER DEUTSCHEN WERBUNG
ACHIEVEMENT VERSUS ASCRIPTION IN ROMANIAN AND GERMAN ADVERTISING

Summary/Abstract: The dimension achievement vs. ascription asks whether status is acquired by a person through individual performance or whether the status is more attributed to it by origin or affiliation. In achievement-oriented cultures, personal commitment and hard work are rewarded and are crucial for the social standing of the individual. A person’s worth is determined on the basis of their performances and how well they perform their tasks. Ascription-oriented cultures emphasize the social circumstances in which an individual was born. Characteristics such as origin, age, gender, social connections, education, and work determine this status. When someone from an achievement-oriented culture does business with people from an ascription-oriented culture, it is advisable to deploy older, more experienced people who are familiar with formal customs and manners and who respect established titles. Achievement vs. ascription can also be recognized in the execution of advertisements, 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.

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