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Cross Cultural Communication

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by

Marina Belotti

on 17 April 2015

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Transcript of Cross Cultural Communication

Cross Cultural Communication
Theoretical Framework
The research is based on Hofstede's Cultural Dimensions
Research Methodology
Sample composition:
8 subjects
19 - 22 years old
from US
from Italy
both genders
same socio - cultural backgrounds
Commercial #1:
FIAT 500 "Immigrants"
Commercial #2: FIAT 500 "Abarth"
The Positive Cycle of Culturally Customized Communication
Adaptation or Standardization?
An Analysis aimed at highlighting the Crucial Role of Culture in the Strategic Communication
VALUES
HEROES
SYMBOLS
RITUALS
Dilemma:
"Culturally Customized" or "Translation Only" Communication?
Even if the communication is culturally customized, it does not necessarily imply the standing of the cross-cultural dimension.
Commercials analysis:
Description
Hofstede's cultural dimensions
Response to the message
Data Commercial #1
Commercial #3: Barilla "Plus"
Commercial #4: Barilla "Perfect Night"
Conclusions
Companies must be "Tessy" and exploit the advantages of Culturally Customized Customization and of the Cross Cultural Communication.
Cross Cultural Communication is aimed developing an advertising based on the exploitation of convergences and similarities among cultures.
Benefits:
Cost reduction
"Return" Standardization
Data Commercial #2
Data Commercial #3
Data Commercial #4
VALUES
HEROES
SYMBOLS
RITUALS
Americans
Italians
VALUES
HEROES
RITUALS
SYMBOLS
Americans
Italians
VALUES
HEROES
RITUALS
SYMBOLS
Americans
Italians
VALUES
HEROES
RITUALS
SYMBOLS
Americans
Italians
Acknowledgments
Pr. Mauro Cavallone,
Culturally Customized Communication as a Methodological Approach to Overcome the Adaptation vs Standardization Dilemma
Southern Business Review, USA, August 2013
Marina Belotti, 1014310
Ilaria D'Aleo, 1016675
Marketing Strategies Course, a.y. 14-15
Full transcript