Межкультурная Коммуникация В Маркетинге И Рекламе / Intercultural Communication in Marketing and Advertising

Abstract

To effectively adjust a message to a foreign cultural environment, it is necessary to take into account a number of nuances, such as the need to modify the brand name; the nuances of using foreign words in marketing and advertising campaigns; the specifics of the use of humor; use of gender neutral terminology and feminitives; the specifics of the use of "female" and "male" vocabulary in advertising slogans.