basic emotions, which are the so-called "universal language of emotion"—happiness, surprise, fear, disgust, anger and sadness. In high-context cultures, facial expressions and gestures take on greater importance in conveying and understanding a message, and the receiver may require more cultural context to understand "basic" displays of emotions. Marketing and advertising perspective Cultural differences in advertising and marketing may also be explained through high- and low-context cultures. One study on McDonald's online advertising compared Japan, China, Korea, Hong Kong, Pakistan, Germany, Denmark, Sweden, Norway, Finland, and the United States, and found that in high-context countries, the advertising used more colors, movements, and sounds to give context, while in low-context cultures the advertising focused more on verbal information and linear processes. Website communication Website design among cross-cultural barriers include factoring in decisions about culture-sensitive color meanings, layout preferences, animation and sounds. In a case study conducted by the IT University of Copenhagen, it was found that websites catering to high-context cultures tended to have more detailed and advanced designs, including various images and animations. Low-context websites had less animation and more stagnant images, with more details on information. The images found on the websites used in the study promoted individualistic and collectivist characteristics within the low-context and high-context websites, respectively. The low-context websites had multiple images of individuals, while the high-context websites contained images and animations of groups and communities. Limitations of the model In a 2008 meta-analysis of 224 articles published between 1990 and 2006, Peter W. Cardon wrote: References Further reading Hall, Edward, T. Beyond Culture. Anchor Books (December 7, 1976). Samovar, Larry A. and Richard E. Porter. Communication Between Cultures. 5th Ed. Thompson and Wadsworth, 2004. External links High and low context cultures Social anthropology Culture