presentation——culture(精)

CultureGlobalizationDesertGrassForestIceClimateTheEiffelTowertheLeaningTowerofPisatheTajMahaltheImperialPalaceArchitectureArtsIsthisapictureshow?No!Themaintopicis:culturalawarenessinbusinessppt.glzy8.com海量PPT模板免费下载OriginofCultureDerivedfromtheLatinword“colere”,whichcouldbetranslatedas“tobuild”,“tocarefor”,“toplant”or“tocultivate”.Thus,“culture”usuallyreferredtosomethingthatisderivedfromorcreatedbytheinterventionofhumans.ppt.glzy8.com海量PPT模板免费下载FromIntellectualPerspective（知识角度）Cultureis“theartsandothermanifestations(表示)ofhumanintellectualachievementregardedcollectively”.ppt.glzy8.com海量PPT模板免费下载FromAnthropologicPerspective（人类学角度）Cultureis“thecustoms,civilizations,andachievementsofaparticulartimeorpeople”.ppt.glzy8.com海量PPT模板免费下载EdwardTylorCulture…isthatcomplexwholewhichincludesknowledge,belief,art,law,morals,custom,andanyothercapabilitiesandhabitsacquiredbymanasamemberofsociety.Intheinternationalbusinessactivities,wemustpayattentiontothecultureoflearningandunderstanding,canbemoreeffectiveInterculturalcommunication.ExampleAChinesebusinessmanmeetsanAmericanattheairport.Hewalksstraightandsaysenthusiasticly”Youmusthavehadatoughjourney.Pleaseletmehelpyouwiththeluggage.”ButtheAmericanwillalwaysbeunwillingandsays“No,no.MyjourneyisOK,andIcanmanagemyluggage.”Inwesternsociety,peoplepreferbeingindependent,everyoneisusedtobeindividualistic(个人主义的).Theywillbeashamedofacceptingthehelpandthesuggestionfromtheotherpeople.What’smore,theywon’tprideoneselfonbeinganoldmanbutregard“old”as“useless”.Youcanchangetheexpressionlikethese:Howaboutyourjourney?Howareyoudoing,Sir?Alittlerestwoulddoyousomegood,wouldn'tit?Thisculturalawarenessenablesinternationalmanagerstodevelopappropriatepoliciesanddeterminehowtoplan,organize,lead,andcontrolinaspecificinternationalsetting.Itleadstosuccessfulstrategiesandeffectiveinteractioninaworkforceofincreasingculturaldiversity,bothinthehomecountryandinothercountries.14IntherestaurantAmericaChinaTrafficSolvingproblemsLeaderTravelRelationshipLifestyleTimesenseAbriefphonecallAformalletterA“go-between”(中间人)InitialContactsNamingSystemBusinessCardInChinaManybusinesspeoplegiveothersacigarette,whichisregardedasapolitemanner.InwesterncountryManypeopleobjecttosmoking.It’saninappropriatebehaviordeliveringacigarettetothesepeople.Haveyouateyet?你吃了吗？Impolite.Privatequestion.InChinaInwesterncountrycountryAppropriatetopicsTopicstoavoidAustraliaProfessions,cars,skiing,musicMoney,religion,divorceGermanyTravelabroad,internationalpolitics,hobbiesWorldWarTwo,questionsaboutpersonallifeGreatBritainHistory,architecture,gardeningPolitics,money/priceFranceMusic,books,sports,thetheatrePriceofitems,person’swork,income,ageJapanHistory,culture,artWorldWarTwoAnotherinterestingstoryThepersonnelfromaforeigncompanycametoChinatoinvestigate(考察),preparingtosetupajointventure(合资)company.Ourpersonnelshowedgreatenthusiasm,takingthemeverywheretovisit,eatinganddrinking,forfearofbadhostandofferedgiftsbeforetheyleaving.Thepracticesofourpersonneliswell-meaningoutofourtraditionalcultureandbeliefinthehospitality.Buttheresultistheforeigncompanyunexpectedlybrokethecooperation.Thereasonisverysimple:theircompanycan'tgivemoneytosuchlavish(挥霍的)andwastefulpeopletomanage.Thisstoryshowsthatweshouldpayattentiontoculturaldifferencesinbusinesscommunication.GoodspackagingTheselectionofpackagingmaterials,thepatterndesignandthematchofcolorsarefacingvariouscultureclash.123Muslim（穆斯林）:Pig&Panda(×)Italians:chrysanthemum(菊花)（×）French:peachblossom(桃花)（×）Japanese：loveturtles&ducks（√）Japanese：lotus(荷花)（×）ThewineofDuKangWinery(杜康酒厂)inChinaissoldwellinJapanbecausethebottleisdesignedlikeaturtle.Besides,theysellwinewhosebrandisdesignedas“DragonandPhoenix(龙凤)”totheSoutheastAsia.GoodexampleAdvertisingDesignInAmerica,asloganonadbannersmaybe“Don’tspendapennyuntilyou’vetried”.However,inBritishEnglish“spendapenny”means“gottoseeamanaboutadog”(轻视某人).AdvertisingDesignEsso(埃索公司)cameupwithaninnovatedandrichassociateadvertisingtheme“Putatigerinyourtank”,whichgetsagoodresponse.But“tank”inFrenchmeans“reservoir(水库)”ratherthan“fueltank”.Howridiculousputtingatigerintoareservoiris!Thetigerwilldrown.Sotheword“tank”shouldbereplacedby“moteur”(一法语词语，意为“发动机，引擎”).InThailand,thetigerisn’tthesymbolofstrengthssothattheadvertisementcan’tbeunderstood.Inconclusion,antriumphant(大获成功的)advertisementdependsontheawarenessofculture.Sometranslationofbrandsdidnotconformtothenationalculture,anditdidnotreflectthecharacteristicsoftheconnotation(内涵)andoriginality.inEnglish,“白象牌电池”is“WhiteElephantBattery”.”白象”meansgreatpowerinChinese,whileinEnglish,“Whiteelephant”referstobigbutuselessthings,whichconsumerspresumablywon’tbuy.“白翎”iselegantinChinese,but“whiteleather”,inEnglish,itiseasytothinkofweaknessandrunawaywhengoingintobattle“,whichisaderogatory(贬低的)meaning.“红星电扇”istransferredinto“RedStarElectricFan”.RedisaluckycolorinChinese,butinEnglishredcanbeasymbolofviolenceandbloodshed.It’snowonderthatconsumerswillbeoffforsuchfan.Fromthesenegativeexamples,wecanseehowimportantitistohaveculturalawarenessinbusiness!“飞鸽”牌自行车---Flyi