There are cross-cultural/national differences among people in their perception of time. It is argued, however, that each culture could have its own dominant construct of time. The empirical, study reported here examines how time orientations influence attitudes toward advertising viewing in two high-context cultures of emerging Asian economies. Data collected through surveys in Georgia and Macau. Results indicated that Georgians consider advertising as an educational and informative tool or source to keep them up to date about products or services, and compared to Macau consumers, they have more favorable views of advertising. Managerial implications are discussed.