Phys/210 Week 5

Locker−Kienzler: Business and Administrative Communication, Eighth Edition

IV. Interpersonal Communication

13. Communicating across Cultures

© The McGraw−Hill Companies, 2008

C H A P T E R

13

Communicating across Cultures

Learning Objectives

After studying this chapter, you will know:

1 Why global business is important. 2 Why diversity is becoming more important. 3 How our values and beliefs affect our responses to other

people.

4 How nonverbal communication impacts cross-cultural

communications.

5 How to adapt oral communication for cross-cultural

communications.

6 How to adapt written communications for international

audiences.

Locker−Kienzler: Business and Administrative Communication, Eighth Edition

IV. Interpersonal Communication

13. Communicating across Cultures

© The McGraw−Hill Companies, 2008

IN

THE NEWS

Marketing Disney to China

F

or many Americans, the mention of Disney- advertising campaign. Original ads had featured an land brings to mind the image of Cinderella’s aerial view of the park; new TV spots focused on peocastle, set in a land of fun and fantasy where ple and showed guests riding attractions. A new print every child’s dreams can be fulfilled. Years of ad- ad featuring a grandmother, mother, and daughter vertising and the continuous introduction of new showed that Disneyland is a place where strong genproducts have made Disneyland an icon of Ameri- erational boundaries can be relaxed and families can can family entertainment. But, as officials at the have fun together. Walt Disney Company have discovered, not everyDisney also worked to make visitors more comone shares these cultural associations. fortable inside the park. At an attraction offered in Only six months after Hong Kong Disneyland three different languages, guests had gravitated toopened, Disney officials were scrambling to under- ward the shortest line—usually the line for Englishstand why attendance was so speaking...