Shima Ebrahimi; Taqi Al Abdwani; Ali Al Badi; Iliya Pishghadam
Abstract
This study proposes a multilayer diagnostic paradigm for culturally attuned advertising to enhance managerial decision-making in international markets. Contemporary advertisements must balance operating globally and remaining authentic to local cultures while preventing cultural misalignment. This study ...
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This study proposes a multilayer diagnostic paradigm for culturally attuned advertising to enhance managerial decision-making in international markets. Contemporary advertisements must balance operating globally and remaining authentic to local cultures while preventing cultural misalignment. This study introduces cultuling analysis, a business-oriented tool that integrates cultural linguistics with advertising strategy to address this challenge. The study has three objectives: first, to demonstrate that cultuling analysis can serve as a diagnostic tool for international corporate communication; second, to examine global, local, and glocal advertising case studies to illustrate how cultural cues directly influence market performance; and third, to provide managers with practical guidance on employing technology-driven strategies to mitigate cultural risks, foster consumer trust, and optimize campaign outcomes. The methodology employs Hymes’ SPEAKING model, the emotioncy model, and cultural patterns to assess campaigns at three levels: micro, meso, and macro. Global, local, and glocal marketing case studies demonstrate how organizations may systematically identify and leverage cultural cues to improve customer engagement, brand trust, and market performance. The findings reconceptualize advertising as cultural engineering and a strategic instrument for achieving a competitive advantage.
Farzaneh Soudkhah Mohammadi
Abstract
In light of the rapid technological advancements and their undeniable role in professional and business communication, Peter Hartley, Helena Knapton, and Susie Marriott took a step towards developing the third edition of ‘Professional and Business Communication’, encompassing 16 chapters ...
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In light of the rapid technological advancements and their undeniable role in professional and business communication, Peter Hartley, Helena Knapton, and Susie Marriott took a step towards developing the third edition of ‘Professional and Business Communication’, encompassing 16 chapters on the complexities of professional communication with a focus on adapting to external influences in the constantly-changing business world. Its main themes revolve around communication in organizational settings, the impact of technology, different modes of communication, dealing with workplace change, and planning for professional development in the future. While the book may have minor imperfections, an analysis of its content proves how perfectly it fulfills its intended aims with regard to learning applicability and practicality for its target audience. The overall multifaceted approach towards communication, considering its dynamic nature, is the next issue highlighted in the present review.
Saba Hasanzadeh; Golshan Shakeebaee
Abstract
Since business without appropriate language use is impossible and language is an inseparable part of a culture, knowing about the cultural patterns of communities can also be valuable. Considering language as an essential component of any given culture, studying linguistic expressions ...
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Since business without appropriate language use is impossible and language is an inseparable part of a culture, knowing about the cultural patterns of communities can also be valuable. Considering language as an essential component of any given culture, studying linguistic expressions can reveal a society’s hidden cultural patterns, a concept known as cultuling analysis. The current study looked at the “flattery” cultuling demonstrated in Persian and English films. To achieve this, excerpts of dialogues from 100 Persian and 100 English films were taken and analyzed by means of cultuling analysis (CLA) methodology from linguistic, cultural, and psychological angles. The result showed that flattery can happen in formal and informal situations among people from both equal and unequal status. Moreover, Iranian people’s use of flattery displayed cultural patterns of overstating, high context, power distance, low trust, and collectivism, while English people’s use of this cultuling revealed their hidden culture, including low-context, high-trust, understanding, individualism, and power distance.
