Differences in Advertising Creativity Between the U.S. and Japan: a Cultural Point of View

If there is a single advertising message in this article, it is that the world is not getting smaller, but larger and more complex as nationalities come to know each other better. Advertising creativity in one country may not transmit exactly to another culture unless there is careful study of each other's traditions, characteristics, sense of beauty, and life styles. This paper examines the communication gap in advertising crea tivity between the U.S. and Japan through the author's more than two years of experience in the U.S. * He asserts that now is the time to apply a deep cultural approach to international business communication.