【正文】 廣告忽略文化因素造成的負(fù)面效果 ? 百歲山礦泉水廣告 Nike之恐懼斗室 ? 查理周刊與大屠殺 ? 巴黎槍殺案反思 ? Communicator strategy Communication objective Communication style Credibility ? Audience strategy Audience selection Audience motivation ? Message strategy ? Channel strategy 三 、 跨文化溝通策略分析 1．正視差異，求同存異 Talk about and respect differences, seek mon grounds and allow for disagreement 2．取長補(bǔ)短，化差異為機(jī)遇 View diversity as an opportunity 3. 一視同仁，擯棄優(yōu)越感 Don’t condescend 4．兼顧多元，差別管理 Manage differentially Corperate culture (企業(yè)文化 ) ? Sociability: relationship among coworkers, “one big family?” ? Power distribution and job autonomy: ? Degree of structure: job roles highly defined or ok to get involved in other areas? ? Achievement rewards: based on true ability? ? Opportunities for growth: ? Tolerance for risk and change. ? Conflict tolerance. ? Emotional support. Real interest in the wellbeing of employees by responding to their concerns? Corporate culture (企業(yè)文化 ) How to find out about corporate culture? ? Study the physical setting: where do the management eat their meals? ? Read what the pany says about itself ? Test how the pany greets strangers ? Interview pany people ? Learn how people spend their time, check the parking lot….. Homework: ? Find an example of cultural influences on munication strategy/style and make a short presentation about it next week. ? 對于中國人在海外旅游時(shí)的種種“不檢點(diǎn)”行為，你認(rèn)為哪些是陋習(xí)而哪些只是文化差異的結(jié)果？ COMMUNICATION STRATEGY CHECKLIST 1. Communicator Strategy ? What is your munication objective? ? What munication style do you choose: tell, sell, consult, or join? ? What is your credibility: rank, goodwill, expertise, image, shared values? 2. Audience Strategy ? Who are they: primary, secondary, gatekeeper, opinion leader, key decisionmaker? How can you analyze them: as individuals? as a group? ? What do they know: necessary background information and new information, expectations for style, channel, and format? ? What do they feel: interest level, probable bias, hard or easy for them? COMMUNICATION STRATEGY CHECKLIST 3. Message Strategy ? How can you emphasize: direct or indirect? ? How can you anize a strategic message? 4. Channel Choice Strategy Writing or speaking? formal or informal? immediate response needed? privacy needed? audience in same place or not? individual or group? high audience participation needed or not? COMMUNICATION STRATEGY CHECKLIST 5. Culture Strategy ? How does the culture affect the municator strategy: objective, style, credibility? ? How does the culture aff