This research examines the relevance of intercultural communication for international marketing, focusing on corporate advertising via the Internet.
The first chapter outlines the importance of cultural competence in the field of translation by analyzing the role of modern translators as language, culture and information mediators. Reference is also made to a relatively new field of translation, namely localization.
Chapter 2 deals with different definitions and concepts of culture, and various approaches concerning which elements comprise it. Furthermore, it analyzes important culture-related terms also influencing intercultural communication, such as language, cultural differences, culture shock, ethnocentrism and stereotypes.
The third chapter is devoted to communication, its components, forms and media.
Chapter 4 illustrates the significance of intercultural communication by examining different intercultural aspects and concepts, and providing information on a definition and history of the term and on important intercultural communication theorists.
Chapter 5 focuses on the phenomenon of globalization, both in cultural and economic terms.
The next chapter refers to the significance of communication and culture skills for international managers and to key competences of international management that can be trained.
Chapter 7 explores the broad field of marketing, emphasizing corporate identity and the elements comprising it, essential marketing strategies implemented by multinational companies and the international marketing principle “Think global, act local”, indicating how intercultural communication can determine the success of marketing activities. The last part of this chapter approaches the debate “standardization versus differentiation”.
Chapter 8 is dedicated to advertising as a form of communication, common advertising strategies illustrated through concrete examples, cultural elements that advertisers should take into consideration and the two variants of international advertising campaigns:
standardized versus culture-adapted advertising.
The last chapter, after giving an insight into the history of the Internet and its multiple functions, explores its use as an instrument of international marketing communication and public relations, and as an advertising medium, focusing on corporate websites of multinational companies.
Table of Contents
0 Introduction
1 The importance of cultural competence for translators
1.1 Translators as culture and information mediators
1.2 Translation processes in the economy
2 Culture
2.1 Definitions and concepts of culture
2.2 Language
2.3 Cultural differences
2.4 Culture shock
2.5 Ethnocentrism
2.6 Stereotypes
3 Communication
3.1 Definitions and components of communication
3.2 Communication media and forms
4 Intercultural Communication
4.1 Aspects and concepts of intercultural communication
4.2 Cross-cultural training
5 Globalization
5.1 Cultural globalization
5.2 Economic globalization
6 International Management
7 International Marketing
7.1 The concept of marketing
7.2 Corporate identity
7.2.1 Corporate culture
7.2.2 Brand and company names
7.2.3 Logos
7.2.4 Slogans
7.3 Marketing strategies
7.4 International marketing
7.5 Standardization vs. differentiation
8 Intercultural Advertising
8.1 Advertising
8.2 Advertising strategies
8.3 Intercultural advertising
8.4 Standardized vs. culture-adapted advertising
9 Corporate Advertising on the Internet
9.1 Functions of the Internet
9.2 International online marketing communication
9.3 The Internet as an advertising medium
9.4 Corporate websites as advertising
10 Conclusion
Research Objectives and Key Topics
This study investigates the crucial role of intercultural communication within the context of international marketing, with a specific focus on how corporations utilize the Internet for advertising purposes. It explores the intersection of culture, linguistic mediation, and management strategies to understand how global enterprises can effectively navigate diverse cultural landscapes to achieve marketing success.
- The intersection of intercultural communication and international marketing
- The influence of culture on consumer behavior and brand perception
- Standardization versus differentiation strategies in global advertising
- The evolution of the Internet as a medium for corporate marketing and public relations
- The significance of website localization for international market penetration
Excerpt from the Book
1.1 Translators as culture and information mediators
In the context of globalization and transcendence of national borders, translators are seen as language and culture mediators between the citizens of the global village. Modern translators make full use of worldwide electronic technologies and multimedia translation tools, and in particular of the Internet’s limitless communication and information potential for their resource research (cf. Austermühl, 2001a, b).
According to Kornelius (2004:1), adept translators combine linguistic, cultural and technical competence. During the reception phase, the translator decodes the message of the source text, demanding a high level of linguistic, cultural, intercultural, encyclopedic and technical knowledge. In turn, the phase of text reproduction in the target language requires access to a large amount of worldly, cultural and background knowledge.
Texts are products of a socio-cultural constellation, specific to a language community at a given moment in time. All types of text production, from computer manuals to love letters adhere to certain social, cultural and linguistic norms and conventions. The entire process of text production by authors and of its reception by its readers is subject to socio-cultural determinants, requiring intercultural awareness and flexibility on behalf of the translator (cf. Horton, 2001:95).
Regardless of the text type they are called to translate, translators need solid background information about geographic, historic, economic, social and political aspects of the cultures they are mediating between, including knowledge of popular culture components, such as television programs, films, famous politicians, actors and singers (cf. Katan, 1999:10).
One of the most complex challenges that translators confront are cultural specifics, also called realia, culture-bound elements or cultural terms, i.e. different cultural markers that don’t exist in the target culture’s language or exist but have different values attached to them. Cultural specifics include both material objects and abstract socio-economic and cultural phenomena or institutions of a certain socio-economic order or culture (cf. Horton, 2001, Simonnœs, 2001). Such cultural specifics extend from national monuments to exotic fruits, and from the expression of dates to patterns of family, work and leisure.
Summary of Chapters
0 Introduction: This chapter provides an overview of the research focus, examining the relevance of intercultural communication for international marketing and corporate internet advertising.
1 The importance of cultural competence for translators: The chapter outlines the role of translators as cultural and information mediators in the global economy, highlighting the necessity of cultural competence.
2 Culture: This chapter explores definitions and concepts of culture, covering topics like language, cultural differences, shock, ethnocentrism, and stereotypes.
3 Communication: The focus here is on the definition, components, forms, and media of communication as a fundamental human process.
4 Intercultural Communication: This chapter examines the significance and history of intercultural communication and the role of cross-cultural training.
5 Globalization: This section discusses the phenomena of cultural and economic globalization and their impact on world markets.
6 International Management: This chapter covers the specific communication and cultural skills required by international managers to succeed in a globalized business environment.
7 International Marketing: This chapter explores marketing concepts, corporate identity, strategy variations, and the debate between standardization and differentiation.
8 Intercultural Advertising: The chapter analyzes advertising strategies, models like AIDA, and the specific challenges of adapting campaigns to different cultures.
9 Corporate Advertising on the Internet: The final chapter explores the Internet's function, its use as an advertising medium, and the role of corporate websites in international communication.
10 Conclusion: The conclusion summarizes the main findings regarding the necessity of cultural adaptation in modern global marketing and internet-based advertising.
Keywords
Intercultural Communication, International Marketing, Corporate Advertising, Internet, Globalization, Localization, Cultural Competence, Branding, Consumer Behavior, Corporate Identity, Standardization, Differentiation, Media Studies, Translation, Online Communication
Frequently Asked Questions
What is the primary focus of this work?
The book examines the relationship between intercultural communication and international marketing, specifically looking at how multinational companies use the Internet for corporate advertising and brand positioning.
What are the central themes discussed in the book?
Central themes include the role of culture in communication, the challenges of international marketing strategies, the impact of globalization on business, and the specific dynamics of online communication as a tool for global brand management.
What is the core research question or objective?
The objective is to analyze how cultural differences affect marketing success and to demonstrate why corporations must adapt their communication and advertising strategies to local cultural standards to remain competitive.
Which scientific methods are employed?
The book utilizes a theoretical approach based on existing literature in communication studies, marketing theory, and cultural anthropology, supported by descriptive case studies of multinational corporations and their digital marketing practices.
What topics are covered in the main section of the book?
The main sections cover the foundations of culture and communication, the impact of globalization on businesses, key marketing strategies like identity management, and the practical application of these concepts in digital environments like corporate websites.
Which keywords best characterize this work?
Key terms include Intercultural Communication, International Marketing, Globalization, Corporate Identity, Internet Advertising, Website Localization, and Cultural Competence.
How does the author define the role of the modern translator?
The author views the modern translator as an essential language, culture, and information mediator who must possess not only linguistic skills but also a deep understanding of the socio-cultural context of the target audience.
What does the book suggest about the "Think global, act local" principle?
The book argues that while the principle is essential for international success, the decision between standardizing a marketing campaign globally or differentiating it locally is a complex practical necessity driven by consumer needs, religion, and regional market norms.
- Arbeit zitieren
- Natalia Magiati (Autor:in), 2005, Intercultural Communication and International Marketing: Corporate Advertising on the Internet, München, GRIN Verlag, https://www.hausarbeiten.de/document/49356
