Again with the article of 'International Advertising and Global Consumer Culture"... The section of homogenization of values really stuck a cord with me. After reading how ad agencies are trying to make one campaign for the global public the issue of language and how different cultures communicate brings up many problems. Even subtleties can make a difference in how someone might feel towards an image or message. As the article stated the issue of whether a culture is high or low context plays a role in what they expect from communication. These companies who are creating ads are trying to create a message, or even a linguistic universal to communicate a message and to ultimately sell a product or idea. However, this can be problematic. I read another article in the Wall Street Journal that elaborated on how cultural differences, like relations to space, time, causality, patterns. The article shows how using one universal language to address the world's population is not necessarily effective. These companies may be saving money on the ads, but one could argue in sending the wrong message they are losing money in people who will not consume their product.
http://online.wsj.com/article/SB10001424052748703467304575383131592767868.html
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