Transcript Cross Cultural Rhetoric

Cross Cultural Rhetoric
Cultural Values
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individualism vs. conformity
conservatism vs. desire for change
social mobility vs. social stability
suspicion vs. credibility
• What is the claim?
• What evidence for cultural values do you see?
• Would this ad be persuasive in your country?
• What is the claim?
• What evidence for cultural values do you see?
• Would this ad be persuasive in your country?
“Studying makes the
difference.
Community
engagement.”
--Buenos Aries,
Argentina
Factors that are important to
multinational managers who consider
the transferability of advertising
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Eating patterns and customs
Average size of household
Social class structure
Attitudes toward authority
Degree of nationalism in country
Attitudes toward achievement and work
Attitudes toward risk taking
Attitudes toward wealth and monetary gain
Similarity of ethical and moral standard to the
United States
Questions to consider
• What is “cool” in your country?
▫ Working for a well-known company?
▫ Staying true to shared beliefs? (which beliefs?)
▫ Wearing brand names?
• What is the perfect woman like?
▫ A good mother?
▫ Strong and assertive?
▫ Intelligent?
• What is the perfect man like?
• What is the perfect family like?
Consider your ad..
What is the claim?
What evidence for shared cultural
values or norms do you see?
Would your partner’s ad be
persuasive in your country?
Why or why not?