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Файл:The ABCs of Advertising. English for Advertising Students. Учебное пособие
.pdf
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d) How do gestures and body language vary across cultures?
e) How important is language in effective communication, especially in a
business context?
2. Read the text and do the task below:
The Importance of Intercultural Communication in Global Business
There is a well-known story in global public relations that shows the
importance of intercultural communication. It may not be true, but it is often used in
marketing training.
In 1962, General Motors launched the Chevy Nova in the U.S. Ten years later,
they tried to sell it in Spanish-speaking countries. They were surprised when sales
were low, especially since the car was popular in the U.S. Someone realized that
“nova” means “no go” in Spanish. Who would buy a car that doesn't go?
Whether true or not, this story highlights a key point in public relations:
understanding different cultures is just as important as knowing our own.
For example, in some Arab cultures, men shook their own hands instead of
shaking hands with others. In many African and Asian cultures, the left hand is
considered “dirty,” so people use their right hand. Also, in some places, men should
wait for women to offer their hands first. These cultural differences must be
understood to avoid offending someone when doing business.
Studying different cultures can include details like how firm a handshake
should be or how close to stand while talking. In some Latin American countries,
people stand very close, while in many Asian cultures, more space is needed. Being
on time is also important; in Costa Rica, being late is normal, but in Japan, being just
a few minutes late can be very rude.
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It’s also vital to understand the language differences. For example, an
American missionary in China learned he was talking about a pig instead of God
because the words sound similar.
Intercultural communication is becoming important in global public relations.
Young people entering this field should learn about other cultures, as it will be very
useful in today’s global business world.
Answer the questions:
1. What story is commonly referenced in global public relations to illustrate
intercultural communication?
2. Why did sales of the Chevy Nova drop in Spanish-speaking countries?
3. What does “nova” mean in Spanish?
4. What cultural practice regarding handshaking is mentioned in some Arab
cultures?
5. What difference in personal space is noted between Latin American and
Asian cultures?
6. How does the perception of punctuality differ between Costa Rica and
Japan?
7. What misunderstanding did an American missionary experience in China?
8. Why is intercultural communication increasingly important in global public
relations today?
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REFERENCES
1. Context Reverso: поисковая система для переводов в контексте. — URL:
https://context.reverso.net/%D0%BF%D0%B5%D1%80%D0%B5%D0%B2%D0%B
E%D0%B4/.
2. Мультитран. — URL: https://www.multitran.com/.
3. Cambridge dictionary. — URL: https://dictionary.cambridge.org/ru.
4. Collins English Dictionary. — URL: https://www.collinsdictionary.com/
dictionary/english/.
5. Freepik. — URL: https://www.freepik.com/.
6. Macmillan English Dictionary = Словарь английского языка для
углубленного изучения: For advanced learners. — 1st ed. — Oxford : Macmillan
Education, 2002.
7. The Merriam-Webster Thesaurus. — URL: https://www.merriamwebster.com/thesaurus.
8. PR museum. Stories inspiring tomorrow. — URL: https://www.prmu
seum.org/video-and-audio.
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Учебное издание
Хабарова Людмила Петровна
Макеева Марина Николаевна
Бородулина Наталия Юрьевна
Редактор М.В. Леман
Технический редактор, компьютерная верстка А.А. Балакирева
Обложка Я.А. Кирсанов, С.С. Сизиумова, фотобанк Magnific
Подписано к использованию 21.05.2026. Объем данных 7,5 Мб.
ООО Компания «Ай Пи Ар Медиа»
8 800 555 22 35 (бесплатный звонок по России)
E-mail: sales@iprmedia.ru
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