Cultural Context

South Korea is a high-context society. It uses high context messages. People in South Korea are more socially orientated, and more confrontation-avoiding. When a high-context society is to be compared with a low-context society, for example, South Korea is to be compared to USA, people in South Korea are more trouble dealing with new situations . Well, Koreans have a strong sense in history and tradition, thus, they have more sensitive to nuances and advertising with full of the local and cultural images. They thought that fewer words spoken are better than many. Furthermore, when they meet problems, they tend to ask questions more to get help from others and not solving it individually .