8 According to William Wells of the DDB Needham Worldwide advertising agency,American TV commercials are usually shown either as an illustrated lecture or as a drama in which a product is a prop (or a mixture of both techniques). Why is the lecture approach (a low-context technique) inappropriate for high-context cultures?

Why is the drama approach (a high-context technique) appropriate for Japan? Note that Japanese commercials go to great lengths to present cues that are not product-related before devoting only a few seconds to the product itself at the end.To American advertisers, this advertising approach is ambiguous and puzzling.