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Homework 4

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Imagine your are a copywriter for an ad agency. You must design 5 advertisements that intend to communicate the benefits of a facial cream to family skin care for each of the following consumer markets. What would be the relative role of verbal and nonverbal communication in this task?
• Germany-
In Germany it is said people react more for verbal communication so not just show someone using the product describe in detail what the product actually does. Avoid arm gestures as something that’s normal to us can mean something totally different to them. For example making the ok gesture with your fingers is taken as a sign of disrespect in most parts on Germany.

• Egypt-
Base your product on a certain class of people because in Egypt people are split between social classes and they rarely interact. Also with all the conflict going on something lighthearted or trying to pull at the consumers heart would be recommended. One thing to avoid however is public affection, which is viewed to be very rude and frowned upon in Egyptian society .
• Japan- marketing in japan can be very tricky as their culture differs from ours so much for example, greetings in japan are always a bow never a handshake or anything of that nature. Also removing shoes while inside a home is very important. Also a gesture to avoid is making a fist with your thumb tucked inside. Remembering these things are essential to success in advertising in japan because due to the serious nature of their culture second chances are rarely given.
• Israel- it is important to not lose things in the language barrier to Hebrew and Arabic many English terms can be mistranslated. They focus a lot on family and that is important to use in advertising a family product. One thing to remember is not giving or receiving objects with your left hand.
• New Zealand- new Zealand is a very laid back culture so there is not much to avoid here. Also since the main language is English the language barrier shouldn’t be hard to cut through either. In many ways the advertising can cross between their and our cultures fairly easily.

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