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Intercultural communication

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HunTinG Lim

on 13 November 2013

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Transcript of Intercultural communication

Introduction
Advertising
Case analysis
Problem solving
Conclusion
Introduction
Case analysis
Conclusion
Intercultural Communication
Chan Guo Zhen
Garg Arjun
Lee Feng Ru, Esmond
Poola Prithvi
Lim Hang Ting
Kentucky Fried Chicken
Pepsi Co
Advertising
GLOBALIZATION
PRINT MEDIA
BROADCAST MEDIA
SPECIALTY MEDIA
Average person is exposed to around 2000 advertisements each week
HOW MANY ADVERTISEMENTS DO YOU WATCH IN A WEEK?
Advertising sometimes help in creating brand loyalty.
Advertising links a company to its consumers.
What is Advertising?
Translational Advertising Campaigns
Global Campaign
Localized Campaign
GLOBAL ADVERTIZING
Growth to a global or worldwide scale
What is GLOBALIZATION?
Describe or draw attention to (a product, service, or event) in a public medium in order to promote sales or attendance.
"People have accused me of being in favor of globalization. This is equivalent to accusing me of being in favor of the sun rising in the morning.”Clare Short, politician (1946)
Communication Miscommunication
Offensive
Verbal, gestures, writing, advertisements
Case study
Knowledge in culture
Respect
Observations
Avoid assumptions
Parker Pens
Problem solving
What they meant
What people saw
Cause
Different cultures
Translation errors
Effect
Negative impressions
Costly re-advertising
Reasons & Results
Problems Encountered in International Marketing
Translational trouble
Pepsi & KFC's initial campaign in China
Solution
Natives' participation
Focus group
Success stories
-Glocalization
What is Glocalization?
Think global, act local
Successful campaigns
KFC in China
Volkswagen in the Gulf, UAE
McDonald's
Culture perspective's miscommunication
e.g. Hallmark in France
Solution
acknowledgment & incorporation
Problems Encountered in International Marketing
Thank you
Q & A
Failed multilingual advertisements
Full transcript