It also suggests that where a different language is spoken, there is likely to be a different set of symbolic references, including myths, history, humour and the arts. Any advertisement that does not tap into such references is likely to be a blander proposition than one that does (Becatelli and Swindells 1998). In different cultures people have different schemata, i.e. structures of knowledge a person possesses about objects, events, people or phenomena. For acquired information to be placed in memory, it must be encoded according to existing schemata.