Clusters - Cross Cultural Management Video Presentation

Summary

The video script discusses a group of friends collaborating on a CCM assignment about translation mistakes in advertising. They explore how companies failed to consider cultural differences, leading to communication errors and marketing failures. Examples of these failures include mistranslations of product names and slogans, which resulted in negative consequences like poor sales and damaged reputations. The conversation highlights the importance of accurate translation, cultural understanding, and the need for deeper research in global marketing to avoid costly errors and misunderstandings.

Takeaways

• 😀 Companies need to account for cultural differences and language nuances when advertising in foreign markets.
• 😀 Misinterpretation of language and culture can result in communication failures and lost opportunities.
• 😀 Incorrect translations can lead to offensive or embarrassing advertisements, damaging brand reputation.
• 😀 Companies should invest in proper research and hire accurate interpreters to ensure effective cross-cultural communication.
• 😀 The use of dialects and regional language variations is crucial when targeting specific markets.
• 😀 Even simple mistakes in language can result in significant financial losses, requiring companies to retract or redesign campaigns.
• 😀 The cultural context of a target market should be thoroughly understood to avoid misunderstandings and mistakes.
• 😀 Companies should avoid overly simplifying the translation process without considering local customs and language structure.
• 😀 Differences in pronunciation between languages can affect the meaning of products or services, leading to potential confusion.
• 😀 Real-world examples of advertising mistakes, such as mis-translated slogans or product names, show the importance of accuracy in international campaigns.
• 😀 Companies that fail to respect linguistic differences may struggle to establish trust with their target audience and damage their relationships.

Q & A

What was the main issue discussed in the transcript regarding the companies in the articles?

The main issue discussed is that the companies failed to properly translate their messages into the local language, which led to miscommunication and failure to attract the target market.

What cultural factors contributed to the miscommunication in the company's advertisements?

The cultural factors included differences in language, dialects, and the lack of understanding of the cultural nuances that affect how language is interpreted in different regions.

What specific language translation problems were mentioned in the transcript?

The translation problems included companies using inaccurate translations, such as translating 'Chevy Nova' which in Spanish means 'doesn't go', and toilet water being translated as 'toilet water' in Italy.

How did the failure in translation impact the companies?

The failure in translation caused the companies to pull back their advertisements and design new ones, leading to financial losses and potential damage to their reputation.

Why is language comprehension so important in advertising and communication?

Language comprehension is crucial because it ensures that the message is accurately conveyed, considering cultural differences, pronunciation, and dialects, all of which can affect the perception of the message.

What was the example given in the transcript about a language issue with a product name?

An example given was Chevrolet's 'Chevy Nova', which failed in Spain because the name 'Nova' translates to 'doesn't go' in Spanish.

What did the group agree upon regarding the translation errors in the companies' ads?

The group agreed that the companies failed to do enough research and lacked a deep understanding of the language and culture of their target market, which led to their advertising failures.

How can inaccurate translations affect the relationship between a company and its customers?

Inaccurate translations can offend the local population and damage the company's relationship with customers, making it harder to build trust and rapport in the market.

What solution or improvement did the group suggest for the companies in the article?

The group suggested that companies need to conduct in-depth research and ensure they have a better understanding of local languages and cultural contexts before designing advertisements for foreign markets.

What did the participants in the transcript decide to do after discussing the assignment?

After discussing the assignment, the participants decided not to continue working on it and instead planned to go to the library together.