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The term Intercultural is used to convey the idea that this communication is occurring across at least two cultures.
In the United States, typically the organizational communication is originating in the dominant Anglo culture, and is targeted at one or more ethnic cultures, African-American, Hispanic-American, Korean-American, etc.
Intercultural Accommodation involves communicators of one group borrowing cultural symbols from another group in order to appear more similar, enhance communication, and gain approval.
We report the results of an exploratory study which provides partial support for key aspects of the theory.In marketing, Intercultural Accommodation could be manifested at various strategic levels.For example, in marketing communications, the domain of accommodation behaviors would include such things as using spokespersons of similar ethnic background in advertisements, hiring ethnic salespeople, or using language, music, art, national flags or other cultural symbols as part of the brand or promotion.A critical portion of the model will be tested in the context of print advertising targeted to African Americans.
First, a brief review of the existing literature on marketing to ethnic groups will demonstrate that these questions have not been addressed in research to date.BBS), I investigate how users strategically deploy language to construct desirable identities and “sell themselves” online.