Economic growth relies on three groups of people. It relies on people who ma

Economic growth relies on three groups of people. It relies on people who make goods or(36)provide services. It relies on people who buy those goods and services. And it relies on people who(37)introduce the first group to the second group. It relies on advertising agencies. But different cultures have different attitudes to(38)commerce. They have different ways of communicating. And the agencies themselves(39)reflect these differences in their ways of working.
    A scientist once observed a(40)conversation between two people, an Englishman and an Italian. When speaking, the Italian tried to get as close as possible to the Englishman who(41)responded by walking backwards to try to get out of the way. The British need to keep a distance to feel(42)comfortable when communicating.
    There is also a(43)traditional cultural aversion to the idea of selling.(44)That is why international surveys of the advertising business often show that the British are more creative. Agencies may even make fun of the product or of the whole idea of advertising. British advertising often does not say much about the product. Instead,(45)the idea is to get people interested in the advertisement itself before finding out about what is actually being advertised. Instead of using advertising to tell an audience about the product, the aim is to get people to remember the advertisement.(46)The public agree to buy the product because it was associated with an advertisement that surprised them or made them laugh.