The Cultural Environment in the US

Since the USA is a very multicultural society, international advertisers need to pay special attention to the various nationalities represented in the American population. These nationality groups can be seen as subcultures and play an important part when identifying potential consumer target groups. 

With about 15,1% of the US population being Hispanic, advertisers are challenged to adapt their advertising strategies accordingly. One strategy might include addressing Hispanic consumers with slogans or advertising messages in Spanish.

In contrast to China, the Unites States is considered a low-context culture. According to Mueller, American consumers expect direct and unambiguous advertising messages that often include product information and precise details of the promoted product (2011, p. 121).

Furthermore, the US has a very low power distance, which means that equality between all individuals of society is considered very important.


Sources:
Mueller, Barbara, Dynamics of International Advertising, Peter Lang Publishing, Inc., New York, USA, 2010