Cross Cultural AdvertisingA successful cross cultural advertising campaign largely depends on effective cross cultural communication, which requires a deep understanding of a particular culture. There are several areas of cross cultural differences that are important to advertising.I. Language in cross cultural advertisinga)【T1】
1 of company or product names and slogans【T1】
2Ford's introduction of "Pinto" in【T2】
3【T2】
4b)Cultural【T3】
5 must also be analysed【T3】
6II. 【T4】
7in cross cultural advertising【T4】
8a)Aim: potential customers can【T5】
9the ads【T5】
10b)Examples:【T6】
11: USA【T6】
12— Assume that listeners are【T7】
13 background information【T7】
14Implicit communicator Japan— Assume that listeners are well informedIII. Colours, numbers and images in cross cultural advertising1. Colours:a)Lucky colours: red in Chinab)Unlucky colours:【T8】
15 in Japan【T8】
16c)Colours having【T9】
17:【T9】
18Green in IslamColours with tribal associations in Africa2. Numbers:a)13 is unlucky in USA or UKb)【T10】
19 are unlucky in Japan【T10】
203. Images:— Bikinis are commonplace in London but【T11】
21in Middle East【T11】
22IV. 【T12】
23in cross cultural advertising【T12】
24a)【T13】
25【T13】
26b)【T14】
27 society【T14】
28— Stress the word "I"c)【T15】
29 and hierarchical societies【T15】
30— Avoid rebelliousness or lack of respect for authorityd)Political or economic ideology