The Apple Global Ad is a single ad that captures various cultural settings. The advertisement consists of speaking in different languages, different clothing color, and environments such as office, home, field, and street. The advertisement is done in languages such as English, German, French, and Japanese. The whole advertisement embraces the family set up by covering all genders and age differences; highlighting young, middle-aged and old aged using the device ( Apple, n.d.) . The intended communication in the advertisement is the artificial intelligence developed in the phone with an ability to cover the various languages. The main cultural difference is the language used. However, other elements are related such as to confuse the viewer that it is one person; the technique is embracing a postmodern culture where cultural barriers are broken by communication technology. The phone is good for all is the theme of the advertisement.
Culture plays a significant role in determining our belief, values, understanding, practices, and personality (Littlejohn & Foss, 2009). These elements are not the same across the world but are determined by people's origin, geographical locations, and other complex factors. This implies that people do not have a similar understanding of the same thing and a communicated word may have a different meaning or connotative implications in another area. Thus, as much as we may be working as a team at Apple, as employees, we have different personalities based on our cultural background. Thus, to reach a colleague in another country effectively, it is imperative that communication etiquette that they understand and associate with be used. Thus, I will use the following various communications to communicate with a colleague in America and Japan;
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Japan: “you are requested to attend a meeting that has been scheduled for 7 th December 2018. The meeting will discuss the welfare of the business in Japan. Thank you. ”
America: “you are requested to attend a meeting scheduled for 7 th December 2018. The meeting will discuss the welfare of the business in America; sales, losses, and future plans. Thank you
The American culture is a low context and requires specific details, which has necessitated the addition of details of the meeting. The Japanese culture is a high context culture where dealings are based on mutual trust and do not pay too much attention to details which explains the lack of details in the message (Cultural Color, n.d.).
References
Apple (n.d.). Apple 'Global' Ad in Different Countries . Retrieved from https://www.youtube.com/watch?v=MoE9XxXUatA
Cultural Color (n.d.). Cultural Meanings of Color and Color Symbolism . Retrieved from https://www.empower-yourself-with-color-psychology.com/cultural-color.html
Littlejohn, S. W., & Foss, K. A. (2009). Encyclopedia of communication theory (Vol. 1). Sage.
