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As a marketing
consultant, you will need to understand the potential for cultural differences
when communications are generated and transmitted that could have a significant
impact upon your client. For example, an understanding of cultural color and
symbolism could be extremely important when conducting business with other
countries and cultures. In some instances, such color associations have been a
part of a culture for hundreds of years, and failure to be aware of them could
have a negative impact when communicating to these cultures. Consequently, you
will need to work with your clients to develop a communication strategy that
will enable them to frame communications that will address cultural differences
in a variety of situations. This is designed to help you understand and provide
an opportunity to discuss the types of strategies that can be adopted and
address the various audiences you will encounter.

Examples of Culturally Sensitive Corporate Communications: a. Colors
can have important meanings in some cultures that may not exist in others. By
way of example, in many Western countries, white is associated with the
following: brides and weddings, hospitals and doctors, peace and the white
dove, and purity or cleanliness. However, in a number of Eastern countries,
white is associated with death, mourning, funerals, and sadness. Review the Cultural Color: Cultural
Meanings of Color and Color Symbolism for further information. ( https://www.empower-yourself-with-color-psychology…).b. In
some cultures, it is considered preferable for communication to be indirect to
avoid the potential of “losing face,” while in others, people prefer very
direct and to-the-point communication to avoid wasting valuable time.c. In
many Western cultures, women are considered equal in the workforce, while in
others, women have a lower status than men when it comes to business, and the
potential ramifications (both at home and overseas) would need to be considered
if the communication were to come from a female executive.d. Finally,
what may be considered a simple and safe gesture in one culture may be
considered rude and offensive in another.
1a. Advertising for international companies involves being aware of cultural
differences. Use your selected company to identify advertising that is used in
more than one country for similar, or the same, product or service. 1b. Examine the
components of the advertisement, and then explain how and why it is likely to
have been changed to reflect the local conditions.

2a. Imagine that you are working in the human resources department of your
selected company at its home location in the United States. You have been
tasked with sending out a communication to employees both in the United States
and in at least one other country. To communicate effectively, you decide that
different versions of the same type of communication are needed, containing the
same essential information or message. Provide an explanation for why the
differences are needed.2b. illustrate the
differences by drafting appropriate communications for each audience.