Open AccessInternal Direction versus Outer Direction in Romanian and German Advertising
Author(s) -
Patrick Lavrits,
AUTHOR_ID
Publication year - 2022
Publication title -
lumen proceedings
Language(s) - English
Resource type - Conference proceedings
eISSN - 2601-2529
pISSN - 2601-2510
DOI - 10.18662/wlc2021/34
Subject(s) - destiny (iss module) , german , harmony (color) , romanian , control (management) , advertising , computer science , engineering , history , business , artificial intelligence , art , philosophy , linguistics , archaeology , visual arts , aerospace engineering
People try to control and dominate their environment or are dominated by it. This is related to how they try to handle their existence. Personal, individual life is very important in cultures where self-control is common. People are convinced that they can control nature by imposing their will. In cultures characterized by outer control, nature is considered much stronger than the individual. People see themselves as part of nature and want to live in harmony with nature. People believe that they cannot determine their own destiny, as it is influenced by external circumstances.