Annotation
This seminar focuses on intercultural communication with a special regard to international marketing and advertising. The aim of the intercultural communication is to share the information across different cultures and various social groups.
Intercultural communication is synonymous to cross-cultural communication, and it's closely bound to other social sciences, such as media studies, cognitive linguistics, cultural anthropology, sociology, psychology and philosophy. We will derive from Geert Hofstede's understanding of cultural dimensions, and we well first define culture in all aspects of human life (rituals, food, entertainment, education, relationships, religion, art, science etc.). We will then work with intercultural specifics and examine how to communicate them in international marketing and advertising.
We will talk about globalization and localization of campaigns, and analyze specific examples. The aim of this seminar is to understand the important and deeply rooted role of culture in social communication.
After completing the course the students will be able to better understand and predict barriers or misunderstanding which can emerge in international marketing and communication.