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Language
Different language, different words, and different accents all
contribute to the success or failure of your marketing campaigns.
How can your target market appreciate your business and
products and services if they cannot understand what youre
trying to say in the first place?
Most people fail to realize how language can affect a marketing
campaign. This is apparent in various tag lines and slogans in
marketing material and other print ads. Therefore, one must be
conscious that otherwise regular and harmless words can easily
be misinterpreted from one culture to the next.
Style
Generally communication should be straight forward and to the
point. But when attempting to relate to different cultural markets
each respond to a different style and understanding the style that
is appropriate is vital in creating an effective marketing campaign
for any business.
For example, a man who was reared in New York City wears a
cowboy hat, which is deeply rooted with the cowboy image in
American culture. The cowboy is perceived as powerful, self-
reliant, and master of his environment. The New Yorker's
behavior intimates that he is responding to what may be called
the myth of the cowboy.
Throughout history, myths have helped form cultures'
communications behavior. On a superficial level of analysis they
may remain unapprehended or, in the case of cross-cultural
communication, be misunderstood. The possibilities for such
misinterpretation multiply for advertising via media such as
television, radio, or print, since they continually draw upon and
perpetuate cultural values and meanings. An advertiser should
not assume that members of different cultural groups will
respond to a particular advertisement in the same way.
Consequently, when two cultures differ widely in basic values,
socialization, and ways of life, achieving equivalence in a
translation may be difficult --perhaps impossible--even if care has
been taken from the standpoint of language.