1、英语翻译课件英语翻译课件【全英版全英版】When traveling or living abroad what gave you the biggest culture shock?Three Elements of CultureThe first is that culture is learned.This means that unlike hair color or height,culture is not a hereditary trait.If a French mother and an Australian father live in Mexico and have
2、a child,the child will adopt the Mexican culture-language,values,importance of events,etc.The child will certainly have a better sense of French and Australian cultures than its classmates,but it will,nevertheless,accept the Mexican culture as its own.Second,culture is shared by all members of socie
3、ty.This trait is what turns ideals and values into a culture rather than a personal preference.Subcultures can certainly exist within a culture;this is particularly true when large groups of immigrants arrive in a country and find one another.In this way Jewish or Italian or Polish subculture may fl
4、ourish within a larger culture.Finally,the idea that one element of culture affects all other elements is important in understanding how elements of culture are related to each other.An example of this is class:an individuals class will affect the vocabulary she uses,as well as how she perceives the
5、 world around her.What is Culture?“The sum total of knowledge,beliefs,art,morals,laws,customs,and any other habits and capabilities acquired by humans as members of society.”Culture Incorporates Social Institutions Family:nuclear,extended,parental roles,marriage&courtship,female/male roles Education
6、:primary,secondary,higher,literacy rate Political System*:structure,parties,stability,tax rates,local government Legal System*:laws regulating exchange,doing business inCulture incorporates Social Institutions(cont.)Humans and the Universe:Belief systems,religion,degree to which people accept religi
7、on,number who belong Attitudes ValuesHumans&Universe(Religion,superstition,belief systems)Culture Incorporates Aesthetics Design,folklore,music,drama,folklore&symbolsAesthetics(Art,folklore,music,drama)help interpret meaning of colors,symbols,standards of beauty)Culture incorporates Living Condition
8、s Diet Housing Dress Recreation Health care Social securitySocial Institutions(Social classes,roles of men&women,family,education,media),Dress,RecreationRecreationCulture incorporates Language Official,Spoken vs.written,DialectsLanguage English Translations made by Japanese firm that were added to l
9、abels to increase prestige for their products being sold in China.Product EnglishTranslationEquivalent to Japanese Spam Liver PuttyToilet PaperMy Fanny BrandReady to Eat PancakesStrawberry Crap DessertAntifreeze SprayHot Piss BrandPediatricians SloganSpecialist in Deceased ChildrenLanguage Nike made
10、 a television ad promoting its shoes,with people from different countries saying,Just do it in their native language.Too late they found out that a Samburu African tribesman was really saying,I dont want these,give me big shoes.Key Element of Culture Values-Enduring beliefs about a specific mode of
11、conduct or desirable end-state that guide the selection or evaluation of behaviorWesternEasternSuccessSocial WelfareAchievementIn Sum,Culture includes Social institutions,e.g family,schools,government Belief Systems Values Aesthetics Living Conditions,e.g.diet,dress,recreation LanguageHow Does Cultu
12、re Affect Marketing?1.Material culture(Technology Level)Quality&type of product demanded,functional features,means of productionFunctional FeaturesJogging SuitJogging suit with easy zip back keeps your dog clean and dry in rain or snow.Great for shows!Type of ProductsType of ProductsEffect of Materi
13、al Culture(Economic Development)on Marketing As economy develops Marketing institutions become more varied&complex Facilitating institutions emerge,e.g.advertising agencies,credit bureaus Demand for industrial products changes Equipment to build manufacturing plants,highways,power plants Parts and s
14、upplies to maintain plants Items that other countries can produce more competitively Demand for consumer goods moves from subsistence to luxuryHow Does Culture Affect Marketing?2.Values affect how product is positioned.E.G.Japanese Values on Product Positioning(Deodorant)Japanese attitude towards bo
15、dy smells and the belief that Western style,heavy-duty deodorants are not required for them because they dont smell as bad are the main reasons why deodorants designed for Japanese are different from those designed for foreigners.Western culture has traditionally been fragrance-based with individual
16、s mixing deodorants,perfumes and their own body odors to create a unique smellWhile Japanese culture has tended to discourage the showcasing of ones own smell,preferring the non-intrusive and non-smelling to the fragrant and aromatic.Japanese deodorants marketed as fresh rather than nice-smelling;co
17、me in lighter fragrances such as green apple and lemon;seems to be a female-dominated market,with the male deodorant market hardly visible.Many foreigners living in Japan choose to stock up on deodorant when they go home or arrange to have a supply shipped in from overseas.U.S.has so far decided not
18、 to enter the Japanese market at all.How Does Culture Affect Marketing?3.Social institutions regulate consumers behaviors and attitudes by organizing his activities and teaching acceptable behavior literacy,e.g.type of media political acceptance of marketing activities,e.g.hypermarcheIn Sum,Culture
19、Affects Management Marketing Consumer Behavior Product Development&Design Promotion Distribution Pricing Countries vary based on culture Cultures can be classified on a number of dimensions,e.g.HofstedeHofstedes Dimensions of Culture:(1)Uncertainty Avoidance1.Uncertainty Avoidance focuses on the deg
20、ree the society reinforces,or does not reinforce,uncertainty and ambiguity within the society.High Uncertainty Avoidance ranking indicates the country cannot tolerate a high level of uncertainty/ambiguity.This is reflected in a high concern for rules,regulations,controls,and issues with career secur
21、ity;risk averse Low Uncertainty Avoidance ranking indicates the country has a higher tolerance for ambiguity and uncertainty.This is reflected in a society that more readily accepts change and takes more and greater risks.2-Masculinity2.Masculinity focuses on the degree the society reinforces,or doe
22、s not reinforce,the traditional masculine work role model of male achievement,control,and power.The higher the MAS score the more masculine a culture is.High Masculinity ranking indicates the country experiences a high degree of gender differentiation.In these cultures,males dominate a significant p
23、ortion of the society and power structure,with females being controlled by male domination.Low Masculinity ranking indicates the country has a low level of differentiation and discrimination between genders.In these cultures,females are treated equally to males in all aspects of the society.Masculin
24、e societies,stress values such as the importance of showing off;achieving something visible,or making money.Feminine societies stress quality of life and personal relationships.3-Individualism3.Individualism focuses on the degree the society reinforces individual or collective,achievement and interp
25、ersonal relationships.High Individualism ranking indicates that individuality and individual rights are very important.Individuals in these societies may tend to form a larger number of looser relationships.Low Individualism ranking typifies societies of a more collectivist nature with close ties be
26、tween individuals.These cultures reinforce extended families and collectives.4-Power Distance4.Power Distance focuses on the degree of equality,or inequality,between people in the countrys society.The higher the PD score the more inequity between the superior and a subordinate.In organizations,Power
27、 Distance is related to the degree of centralization of authority and autocratic leadership.High Power Distance ranking indicates that inequalities of power and wealth have been allowed to grow within the society.These societies are more likely to follow a caste system that does not Low Power Distan
28、ce ranking indicates the society de-emphasizes the differences between citizens power and wealth.In these societies equality and opportunity for everyone is stressed.5 Long term Orientation5.Long-Term Orientation(LTO)focuses on the degree the society embraces,or does not embrace,long-term devotion t
29、o traditional,forward thinking values.High Long-Term Orientation ranking indicates the country prescribes to the values of long-term commitments and respect for tradition.This is thought to support a strong work ethic where long-term rewards are expected as a result of todays hard work.However,busin
30、ess may take longer to develop in this society,particularly for an outsider.Low Long-Term Orientation ranking indicates the country does not reinforce the concept of long-term,traditional orientation.In this culture,change can occur more rapidly as long-term traditions and commitments do not become
31、impediments to change.U.S.ArgentinaTaiwanThousands of Chinese school children stand at attention during a ceremony to celebrate China Childrens Day,at Beijings Tiananmen Square Friday on May 31,2002.The event took place a day earlier actual International Childrens Day,which falls on June 1.What Dime
32、nsion does this illustrate?The Hofstede analysis for Taiwan is almost identical to the model for China.Long-term Orientation is the highest-ranking factor.As with other Asian countries,relationships are a primary part of the culture.Individualism is the lowest ranking.Like the Chinese,the Taiwanese
33、are a collectivist society.TaiwanWhat Dimension does this illustrate?Country?The Hofstede analysis for the United States is very similar to other World Countries that have their heritage founded in Europe with strong ties to the British Isles(see Great Britain,Canada,Australia,and New Zealand).Indiv
34、idualism ranks highest and is a significant factor in the life of U.S.Americans.The low ranking of Long-term Orientation reflects a freedom in the culture from long-term traditional commitments,which allows greater flexibility and the freedom to react quickly to new opportunities.United Stateshttp:/
35、 of Hofstedes Study Countries vary as should management practicesWeaknesses of Hofstedes Study Assumes one to one correspondence between culture and nation-state,while countries have more than one culture Researchers were either Europeans or Americans Limited to single industry Cultures are dynamic
36、Understanding of Culture(values)helps determine international orientation or approach (Ch.1,pp.19-22)Domestic Market Extension Multidomestic Market Global Marketing Understanding culture(values)helps determine whether to target All consumers within the borders of a country as a single market or glob
37、al market segments,all consumers with the same needs and wants in groups of country marketsHofstede DimensionsPower Distance focuses on the degree of equality,or inequality,between people in the countrys society.A High Power Distance ranking indicates that inequalities of power and wealth have been
38、allowed to grow within the society.These societies are more likely to follow a caste system that does not allow significant upward mobility of its citizens.A Low Power Distance ranking indicates the society de-emphasizes the differences between citizens power and wealth.In these societies equality a
39、nd opportunity for everyone is stressed.Individualism focuses on the degree the society reinforces individual or collective,achievement and interpersonal relationships.A High Individualism ranking indicates that individuality and individual rights are paramount within the society.Individuals in thes
40、e societies may tend to form a larger number of looser relationships.A Low Individualism ranking typifies societies of a more collectivist nature with close ties between individuals.These cultures reinforce extended families and collectives where everyone takes responsibility for fellow members of t
41、heir group.Masculinity focuses on the degree the society reinforces,or does not reinforce,the traditional masculine work role model of male achievement,control,and power.A High Masculinity ranking indicates the country experiences a high degree of gender differentiation.In these cultures,males domin
42、ate a significant portion of the society and power structure,with females being controlled by male domination.A Low Masculinity ranking indicates the country has a low level of differentiation and discrimination between genders.In these cultures,females are treated equally to males in all aspects of
43、 the society.Uncertainty Avoidance focuses on the degree the society reinforces,or does not reinforce,uncertainty and ambiguity within the society.A High Uncertainty Avoidance ranking indicates the country has a high level of uncertainty and ambiguity.This is reflected in a high concern for rules,re
44、gulations,controls,and issues with career security.A Low Uncertainty Avoidance ranking indicates the country has a low level of ambiguity and uncertainty.This is reflected in a society that more readily accepts change and takes more and greater risks.Culture&Negotiations In achievement-oriented cult
45、ures(e.g.Japan)make sure you or someone in your negotiation team has enough technical knowledge and experience to convince the other party that your proposal will work.Culture&Negotiations In status-oriented cultures Make sure that your negotiation team has enough older or senior members with extens
46、ive experience and titles.Respect the line of hierarchy in the other negotiation team.Bypassing a superior is unacceptable in many cultures.Use titles and symbols to indicate your status in society.For this reason,the Japanese always exchange business cards before the conversation begin.In situation
47、s where business cards are exchanged,the card should be studied respectfully,not stuffed in a pocket,written on,or otherwise disregarded.Be formal.This includes dressing conservatively,using titles instead of first names,refraining from joking or social chatting,and,whenever possible,negotiating in
48、person Culture&Negotiations In future-oriented cultures Avoid appearing impatient.Future-oriented cultures such as Japan,Hong Kong,Taiwan,and South Korea,have a long-term outlooks that value perseverance.Spend more time on interpersonal relationships during your negotiation.As we mentioned previousl
49、y,for Brazilians the process itself,as opposed to the end result,is the most import aspect of negotiations.Rapport-building and trust are extremely important;it is important not to be perceived as cold or unfriendly.Future-oriented societies place the maintenance of personal relationships before cos
50、ts,winning,and saving face.To that end,reciprocation of greetings,gifts,and personal favors are extremely important in future-oriented cultures.Culture&NegotiationsIn uncertainty-avoidance(UA)cultures(Israel,Austria,and Columbia Individuals from cultures with strong uncertainty-avoidance tendencies
