The principal objective of this study is to investigate the impact of consumer culture on advertising decisions in Cameroon. The cultural variables used include: language, religion, individualism/collectivism, beliefs, values, customs, and pride. We collected primary data from the towns of Douala and Yaounde through the use of questionnaire, calculated Cronbach`s alpha for each of our measuring instruments to ensure their reliability. This data is analysed through Chi square analysis test, multiple correspondence analysis, the test of T student, poison regression analysis, and Spearman correlation test. We found out that prominent values influencing advertising decisions are; pride, face to face contact in business negotiation, elastic time concept, long term orientation, and high social tides. Our results showed that consumer culture has a strong impact on advertising in all the regions with the exception of the centre and south regions. It is represented in the products we buy through design. Lastly, local models have a strong positive impact than foreign models, we recommend enterprises advertising in Cameroon to practice ethno advertising, and more so new products should first be advertised in the rest of the regions and gradually to the Centre and south Regions.
This study investigates the similarities and differences of the speech act of refusal between Jordanian Arabic (JA) and American English (AE). Data were collected using an adopted version of the Discourse Completion Test (DCT) by Al-Issa (1998). Next, data were analysed in terms of semantic formulaic sequences and were categorized based on the classification of refusal strategies established by Al-Issa (1998). Results revealed that both groups of participants were in agreement regarding their preference of strategy; hence, they preferred indirect strategies followed by adjunct strategies followed by direct strategies. However, Jordanian participants tended to use more indirect strategies than the American participants who used direct refusal style. The study concludes with a discussion of important directions for future research.