COMMUNICATION ACROSS CULTURES 4
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Marketerswho promote their products or services across different culturesencounter challenges emanating from the differences in languages,practices, beliefs and values among the different communities(Sinkovics & Ghauri, 2009). In order to overcome the challenges,organizations use various strategies that facilitate acceptability ofproducts or services by the targeted consumer segments. One of thestrategies adopted by business enterprises is to adapt to the localcultures. In other words, organizations try to adapt to the localcustoms and tastes (Locker & Kienzler, 2012). As a result,advertisements targeted on different cultures have different aspects.
Thedifferences in marketing approaches across cultures are evident inthe Nokia cell phone ads in China and the US. An advertisement forthe Lumia 920 that was launched in China on September 30, 2010 usesChinese language (Nokia, 2013). The advertisement portrays how AngryBirds looks on the phone’s HD screen. In addition, the ad shows aman who seems to be from China wearing gloves to show the features ofthe phone. It also shows portrays the ability for the phone’scamera to capture very clear pictures (Nokia, 2013). Different partsof the phone are joined to make the phone. On the other hand, Nokiaadvertisement for the Lumia 800 that was launched on Oct 25, 2011uses English language (Nokia, 2011). Instead on emphasizing of thefeatures of the phone, the ad shows people doing different activitiesin different settings.
Unlikethe advert for the Lumia 920 in China, the advert for the Lumia 800in the US shows the impact that the phone has on the lives of theconsumers (Nokia, 2011). The advert for the Lumia 800 portrays peoplewho are doing exercises in order to live healthy lives. The ad forthe Lumia 920 in China shows that the citizens of China value thespecific features of the products that they purchase. On the otherhand, the ad for the Lumia 800 in the US shows that Americans valuethe impact that the products or services that they purchase have ontheir lives.
Locker,K. & Kienzler, D. (2012). Businessand Administrative Communication.New York,
Nokia(2011). TheAmazing Everyday TV Ad – Nokia Lumia 800 Smartphone.Retrieved from
Nokia(2013). ChineseNokia Lumia 920 ad does a good job of showing off handset features.
Sinkovics,R. R. & Ghauri, P. N. (2009). NewChallenges to International Marketing.Bingley: