“It was like dropping an Alka-Seltzer in a glass – you can not see, but somehow do something”
Hans Magnus Enzensberger.

Culture influences what we do. This applies to all areas of human life from personal relationships to business transactions abroad. In the interaction within our native cultures, culture acts as a frame. But in dealing with different cultures this framework no longer applies because of cultural differences with a knife.

Intercultural communication is intended to counter the negative effects of cultural differences can interact with the building common frameworks for people of different cultures within. In business, cross-cultural solutions in areas such as HR, team building, foreign trade, negotiations and website design.

Cross Cultural Communication solutions are essential to effective advertising intercultural. Services and products are generally developed and marketed to a national audience. If a product is sold to an international audience of the national advertising campaign abroad will not be very effective in most cases.

The essence of advertising is to convince people that a product means to them. With the purchase, you receive a number of benefits, lifestyle, status, convenience or financial. However, if an advertising campaign abroad and values ??different ideas, which improves the comfort and status have been taken. These differences are not the original campaign.

It is therefore crucial for the campaign cross-cultural understanding that comes from a particular culture. be examined by focusing on cultural differences in advertising a few examples.

Language in intercultural advertising

It may seem obvious to state that the language is the key to effective cross-cultural advertising. However, the fact that companies persistently fail to check linguistic implications of company names or products and slogans that these issues are not dealt with properly.

The advertising world is full of examples of linguistic errors intercultural sown. Among the strangest was setting up the Ford “Pinto” in Brazil. After seeing the sale did not, she soon realized that this is due to the fact that Brazilians do not drive and means “small male genitals” was shown.

Languages ??are also examined for cultural appropriateness. For example, the slogan of the computer game manufacturer EA Sports busy, “Challenge Everything” raises grumbles of disapproval in religious or hierarchical societies where harmonious relationships are satisfied by the values ??of respect and non-confrontation.

It is imperative that the language will be carefully examined in a cross-cultural advertising campaign

Advertising intercultural communication style

Understanding how to communicate with other cultures, the campaign to potential clients so they understand and appreciate the word. For example, communication styles are explicitly or implicitly. An explicit communicator (eg USA) where the listener with no background information or questions on the topic and is therefore relevant. Implicit communicators (eg Japan) are also to inform the public about the subject and minimizes spent on the premise that public understanding is important. An explicit communicator find implicit communication style is vague, whereas an implicit communicator would find an explicit communication style exaggerated.

Colors, numbers and pictures in Cross Cultural Advertising

Even the simplest aspects and most obvious advertising should be taken for microscopic examination intercultural. Colors, numbers, symbols and pictures not translate everything in all cultures.

In some cultures there are lucky colors in China such as red and black as unlucky in Japan. Some colors have specific meaning, green is a particular color in Islam and is considered one of the color of tribal associations in parts of Africa.

Many hotels in the United States or the United Kingdom have no room 13 or 13 floor. Nippon Airways in Japan do not align with the numbers 4 or 9, if present the number of negative connotations abroad, or packaging of products in those numbers when advertising should be avoided.

Images are also culturally sensitive. Although it is common to see pictures of women in bikinis on advertising posters in the streets of London, such images would cause outrage in the Middle East.

Cultural Values ??in Cross Cultural Advertising

When advertising abroad, the cultural values ??that society will be analyzed carefully. Is there a religion that is practiced by the majority of the population? If society collectivist or individualist? Is it family oriented? Is it hierarchical? Is there a dominant political or economic ideology? All this will impact an advertising campaign, if not controlled.

Example, advertising that focuses on success, individual independence and emphasized the word “I” would be negative in countries where teamwork is received as a positive quality. Insubordination or disrespect for authority should always be family oriented or hierarchical societies can be avoided.

Finally, we can see that the principles of advertising run by advertising cultural stabbing. It is – know your market, what is interesting for them and what their goals are. Advertising Cross-cultural is simply about using common sense and analyze how the various elements of a campaign marked by the culture and change it to better speak to the public.