Intercultural advertising

 Intercultural advertising Research Paper

п»їMINISTRY OF EDUCATION AND TECHNOLOGY

OF UKRAINE

DRAGOMANOV NATIONAL PEDAGOGICAL SCHOOL

INSTITUTE OF FOREIGN PHILOLOGY

COMPARATIVE LINGUISTICS AND TRANSLATION DEPARTMENT

INTERCULTURAL ADVERTISING

Report

Performed by

Svitlana Bukina

Teacher: Kovalchuk I actually. M.

Kyiv-2013

CONTENTS

INTRODUCTION

1 . Terminology in promoting

2 . Conversation style in advertising

3. Colours, figures and images in advertising

4. Cultural ideals in promoting

CONCLUSION

BIBLIOGRAPHY

INTRODUCTION

" Culture is actually a like shedding an Alka-seltzer into a cup - an individual see it, but somehow it does something” Hans Magnus Enzensberger

Tradition affects anything we carry out. This applies to all areas of human existence from personal relationships to conducting organization abroad.

When interacting inside our native cultures, culture provides a framework of understanding. However , when getting together with different ethnicities this construction no longer is applicable due to get across cultural variations.

Intercultural awareness aims to support minimise the negative effect of cross cultural distinctions through building common frames for people from different cultures to interact within. In corporate, cross ethnic solutions are applied in areas just like HR, team development, foreign transact, negotiations and website design.

Get across cultural solutions are also critical to effective intercultural advertising. Services and products are often designed and marketed by a home audience. When a product is then marketed at an international target audience the same home advertising campaign in foreign countries will typically be ineffective.

The importance of powerful advertising is convincing people that a product is meant for them. By purchasing it, they will receive some benefit, whether it is lifestyle, position, convenience or financial. Yet , when an advertising campaign is taken abroad different values and perceptions in regards to what enhances position or offers convenience can be found. These variations make the initial advertising campaign defunct.

It is therefore crucial to any intercultural advertising campaign that the understanding of a specific culture can be acquired. By using highlighting regions of cross ethnic differences in advertising a few examples shall be analyzed. 1 . Terminology in marketing

It may seem somewhat obvious to mention that vocabulary is key to effective intercultural advertising. Yet , the fact that companies constantly fail to check linguistic ramifications of organization or product names and slogans shows that such issues are certainly not being properly addressed.

The promoting world is littered with instances of linguistic advertising blunders. In the more comical was Ford's introduction from the 'Pinto' in Brazil. Having seen sales are unsuccessful, they rapidly realised that this was because Brazilians did not want to be noticed driving a car that means 'tiny men genitals'.

Language must also end up being analysed due to the cultural suitability. For example , the slogan utilized by the computer games manufacturer, EXPERT ADVISOR Sports, " Challenge Everything" raises grumbles of disapproval in faith based or hierarchical societies wherever harmonious human relationships are preserved through the principles of value and non-confrontation.

It is crucial therefore that language always be examined properly in any worldwide or mix cultural advertising campaign. 2 . Connection style in advertising

Understanding the way in which different cultures connect allows the advertising campaign to speak to the potential buyer in a way they will understand and appreciate.

For example , connection styles may be explicit or implicit. A great explicit communicator (e. g. USA) presumes the audience is unacquainted with background information or related issues to the theme of discussion and for that reason provides it themselves. Acted communicators (e. g. Japan) assume the listener can be well informed on the subject and minimises information relayed on...

Bibliography: 1 . Chandler D. Examination of advertisements. - Oxford University Press, 2003. - 155 g.

2 . Dahl S. Cross-cultural advertising research: What do we understand about the influence of culture upon advertising, 2005. - London. - 12-15 p.

several. Hofstede G. H. Intercultural communication: Theory and practice. - Linköping, 2001. - 120 l.

4. Mueller B. Reflections of lifestyle: An analysis of Japanese people and American advertising is attractive. - London, 1986. -- 95 l.

5. Niaz A. Cross-cultural content evaluation of promoting from the Us and America. - Cambridge, 2000. -- 150 l.

Share:

Related

 Patterns Of Ethnicization Article 31.08.2019

Patterns Of Ethnicization Article

63 31.08.2019

Habits Of Ethnicization

Edmar G. BernadasKASPIL2EK Mr. Fernando Santiago PATTERNS OF ETHNICIZATION The Philippines is known as a country based on a intricate ethnic strains, connected with regional ethnicization. That always…...

Read →
 Noughts and Crosses essay 30.08.2019

Noughts and Crosses essay

How can Malorie Blackman create a vibrant picture of the bomb and its aftermath with this passage? A shocked ambiance concludes this kind of chapter which has a bombing of…...

Read →
 Essay about Cross Ethnic Management 28.08.2019

Essay about Cross Ethnic Management

521 28.08.2019

Cross Ethnic Management

7th Edition INTERNATIONALEDITION INTERNATIONAL SUPERVISION MANAGINGACROSSBORDERS AND CULTURES TEXTANDCASES Helen Deresky Professor Emerita, State University of New York-Plattsburgh Boston Columbus Indianapolis…...

Read →
 Abortion: a Theological Claim Essay 08.08.2019

Abortion: a Theological Claim Essay

Ronise Burns several November, 2012 Dad Wright Pledge Abortion: A Theological Claim Abortion is an extremely controversial topic that has incredibly heavy spiritual extents.…...

Read →
 Organic Farming Essay 08.08.2019

Organic Farming Essay

311 08.08.2019

Organic Farming

Organic and natural farming are not able to feed the developing world It is argued that devoid of pesticides and genetically modified vegetation,  farming is definitely not financially viable in the developing…...

Read →
 Math Inside Assessment Gold Medal Heights Essay 08.08.2019

Math Inside Assessment Gold Medal Heights Essay

338 08.08.2019

Math Internal Assessment

Gold Medal Altitudes The heights achieved by precious metal medalists inside the high jump have been recorded starting from the 1932 Olympics to the 1980 Olympics. The table…...

Read →
 Emotional Burdens Essay 08.08.2019

Emotional Burdens Essay

515 08.08.2019

Emotional Burdens

Tim O'Brien's " The items They Carried” takes place in Vietnam through the Vietnam War. Lt. Jimmy Cross and his men almost all carried, or perhaps humped, requirements for…...

Read →
 Romeo and Juliet versus a Goodbye to Forearms Essay 08.08.2019

Romeo and Juliet versus a Goodbye to Forearms Essay

171 08.08.2019

Romeo and Juliet vs . a

While equally A Farewell to Forearms and The Misfortune of Romeo and Juliet have qualities that define them as a disaster, one of the testimonies is a…...

Read →