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d legal systems, value systems, time orientations, mindsets, and relationship patterns. Language and communication conveys the cultural conventions because there are underlined meaning for both speakers and receivers. Besides, the language written in contracts or spoken during the business negotiations may not be the native language of either the speakers or the receivers. Many international company launch the low-budget marketing campaign by hiring a translator to interpret into another language. In Cateora and Ghauri’s book (2006), there are many examples given to illustrate the unsuccessful of international advertising campaign, namely, Pepsi famous advertising says “Com Alive with Pepsi,” is changed for German as if drinking it would bring you up from the grave (87). Another example is from an airline ads, which intends to present the leather seats, displaying the words “Fly on leather”, unfortunately it is translated into Latin as “Flying naked” (Cateora and Ghauri, 2006: 87). This example reveals that the interpretation of the marketing, and advertising campaign require the cultural studies, especially the language and communication, in order to launch the most successful marketing campaign and get the correct message to the customers. Hence, the international marketer has to scrutinize the language and communication used during the conference, in the advertisements and in the contracts in order to develop the business negotiation to the highest qualifications and to avoid any misinterpretation.

 

In addition, Usunier (1996) contends that the culture codes can be found in the institutional and legal system, for the societal rules, traditions of discussions, and how people make decision are habitually internalized in the institutional and legal system. In some conservative countries, the private issue may not be mentioned in the public place such as in Japan or in China. For example, the Japanese and the Chinese are well-known for their loyalty and not talking back when disagreed with seniors, for it shows their ungratefulness. During the meeting with the American, the Japanese may not express themselves although they disagree with the American’s marketing policy. However, the American may argue openly about their dislike in the Japanese working with loyalty in just one company. This meeting may decrease credibility of both parties, since the Japanese do not like the direct conversation and the American cannot understand the Japanese’s silence. As Usunier (1996) concludes, the American prefers the direct information of other parties, as they eager to learn “the others’ preferences” and find the middle ground for the effective marketing policy (124). On the contrary, the Japanese favor the indirect information; they choose to prolong the time of meeting so that they can learn all about everyone’s preferences. Thus, the international marketers have to be very careful not to touch the sensitive issues of the customers’ traditions and societal rules.

 

The most predominate cultural component is the value systems that is internalized in the individuals’ minds and their behaviours, for example Japanese, and American can learn about new technology much quicker than those who grow up in Vietnam or Burma. On the contr本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。