Advertising Requires Cross-Cultural Knowledges

In: Business and Management

Submitted By Kennpham97
Words 709
Pages 3
Name: Pham Quang Vu
Student ID: L9928865
Class: S61601A
Word count: 641

SUCCESSFUL ADVERTISING REQUIRES CROSS­CULTURAL
AWARENESS.

Advertising have long been an important introducer for every company product to their customer. As the world is focused on economic development, companies are racing for revenue resulted from high income and attractive image. Almost all companies want to have international business to get more profit. However, culture affects everything we do as to persuade people is “easy said than done”. Therefore, not only “know your audience” but also the need of cross­cultural knowledge are the target of all advertising activities. This essay will examine why successful advertising requires cross­cultural awareness.
It seem obviously to be stated that language is key to effective cross­cultural advertising. Firstly, the essence of successful advertising is how to use different languages convincing people what the product meant to them. Checking linguistic implication of company product name is important to avoid taboos and misunderstanding . In fact, the introduction of Ford for the car ‘Pinto’ in Brazil is one of examples of linguistic advertising blunders. After seeing sales fail, they soon realised that this name meant by residents in Brazil is ‘tiny male genitals’. Moreover, using suitable language for each country make advertisers show respect to their audiences, lead to increase revenue and increase the value of reputation. Language analysing must also be needed for its cultural suitability. Every country have its native culture, unsuitable language in advertising will lead to negative impacts. To illustrate, the slogan “Challenge Everything” employed by the computer games manufacturer EA Sports is unacceptable in some religions or societies where harmonious relationships are maintained. In conclusion, language…...

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