How can Spanish toy manufacturers achieve intercultural competence in English? A contrastive study of Spanish and U.S. business websites
Abstract
The general purpose of this paper is to study the way in which context dependence (Hall 1976) and the individualism index (Hofstede 1991) influence the communicative strategies used by U.S. and Spanish toy manufacturers to express information and to establish a social relationship with the consumer in their business websites. Consequently, we will try to achieve two specific aims: (a) to analyze how the cultural orientations held by Spaniards and North Americans towards both cultural dimensions are reflected in the communication strategies used in their business websites to describe and promote the product and (b) to determine what kind of communicative strategies should be considered appropriate to improve the intercultural competence of Spanish translators, in English, when designing and translating web sites targeting the U.S. market.
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ALBERS-MILLER, Nancy and Betsy D. Gelb. 1996. «Business Advertising Appeals as Mirror of Cultural Dimensions: A Study of Eleven Countries». Journal of Advertising 25 (Winter): 57-70.
CAILLAT, ZAHNA and Barbara MUELLER. 1996. «The Influence of Culture on American and British Advertising: An Exploratory Comparison of Beer Advertising». Journal of Advertising Research 36 (3): 79-87.
CHO, BONGJIN, Up Kwon, James W. GENTRY, Jun SUNKYU and Fredric KROPP. 1999. «Cultural Values Reflected in Theme and Execution: A Comparative Study of U.S. and Korean Television». Journal of Advertising 28 (4): 59-73.
DE MOOIJ, Marieke. 1998. Global Marketing and Advertising. Understanding Cultural Paradoxes. California: Sage Publications.
GIBSON, Robert. 2000. Intercultural Business Communication. Oxford: Oxford University Press.
GUILLÉN, Victoria. 2005. «The Invisible Face of Culture: Why do Spanish Toy Manufacturers Believe the British are Most Peculiar in Business?» In Thistles: A Homage to Brian Hughes. Essays in Memoriam (2), ed. by José Mateo and Francisco YUS. Alicante: University of Alicante. Publicaciones de la Universidad de Alicante, 95-127.
HALL, Edward T. 1976. Beyond Culture. New York: Anchor Books.
HAN, Sang-Pil and Sharon SHAVITT. 1994. «Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies». Journal of Experimental Social Psychology 30 (July): 8-18.
HOFSTEDE, Geert. 1991. Culture and Organizations. Software of the Mind. London: Profile Books.
LIN, Carolyne A. 2001. «Cultural Values Reflected in Chinese and American Television Advertising». Journal of Advertising 30 (4): 83-94.
MARCUS, Aaron and Emily GOULD. 2000. «Cultural Dimensions and Global Web User-Interface Design: What? So What? Now What?» In Proceedings of the 6th Conference on Human Factors and the Web. Austin: University of Texas.
MUELLER, Barbara. 1987. «Reflections of Culture: An Analysis of Japanese and American Advertising Appeals». Journal of Advertising Research 27 (3): 51-59.
SIMON, Steven J. 2001. «The Impact of Culture and Gender on Web Sites: An Empirical Study». Database for Advances in Information Systems 32 (1): 18-37.
SINGH, Nitish, Hongxin ZHAO and Xiaorui Hu 2003. «Cultural Adaptation on the Web: A Study of American Companies’ Domestic and Chinese Web Sites». Journal of Global Information Management 11 (3): 63-81.
SINGH, Nitish and Daniel BAACK. 2004. «Studying Cultural Values on the Web: A Cross-Cultural Study of U.S. and Mexican Web Sites». Journal of Computer Mediated Communication 9 (4). Accessed March 20, 2010. http://jcmc.indiana.edu/vol9/issue4.
SINGH, Nitish and Hisako Matsuo. 2003. «Measuring Cultural Adaptation on the Web: A Study of U.S. and Japanese Websites». Journal of Business Research 57 (8): 864-872.
WALKER, Danielle, Thomas WALKER and Joerg SCHMITZ. 2003. Doing Business Internationally. New York: McGraw Hill.
WÜRTZ, Elizbeth. 2005. «A Cross-Cultural Analysis of Websites from High-Context Cultures and Low-Context Cultures». Journal of Computer Mediated Communication 11 (1). Accessed March 20, 2010. http://jcmc.indiana.edu/vol11/issue1/wuertz.html.
ZANDPOUR, Fred, Verónica CAMPOS, Joelle CATALANO, Cypress CHANG, Young Dae CHO, Renee HOOBYAR, Shu-Fang JIANG, Man-Chi LIN, Stan MADRID, Holly SCHEIDELER and Susan OSBORN. 1994. «Global Reach and Local Touch: Achieving Cultural Fitness in TV Advertising». Journal of Advertising Research 34 (5): 35-36.
CAILLAT, ZAHNA and Barbara MUELLER. 1996. «The Influence of Culture on American and British Advertising: An Exploratory Comparison of Beer Advertising». Journal of Advertising Research 36 (3): 79-87.
CHO, BONGJIN, Up Kwon, James W. GENTRY, Jun SUNKYU and Fredric KROPP. 1999. «Cultural Values Reflected in Theme and Execution: A Comparative Study of U.S. and Korean Television». Journal of Advertising 28 (4): 59-73.
DE MOOIJ, Marieke. 1998. Global Marketing and Advertising. Understanding Cultural Paradoxes. California: Sage Publications.
GIBSON, Robert. 2000. Intercultural Business Communication. Oxford: Oxford University Press.
GUILLÉN, Victoria. 2005. «The Invisible Face of Culture: Why do Spanish Toy Manufacturers Believe the British are Most Peculiar in Business?» In Thistles: A Homage to Brian Hughes. Essays in Memoriam (2), ed. by José Mateo and Francisco YUS. Alicante: University of Alicante. Publicaciones de la Universidad de Alicante, 95-127.
HALL, Edward T. 1976. Beyond Culture. New York: Anchor Books.
HAN, Sang-Pil and Sharon SHAVITT. 1994. «Persuasion and Culture: Advertising Appeals in Individualistic and Collectivistic Societies». Journal of Experimental Social Psychology 30 (July): 8-18.
HOFSTEDE, Geert. 1991. Culture and Organizations. Software of the Mind. London: Profile Books.
LIN, Carolyne A. 2001. «Cultural Values Reflected in Chinese and American Television Advertising». Journal of Advertising 30 (4): 83-94.
MARCUS, Aaron and Emily GOULD. 2000. «Cultural Dimensions and Global Web User-Interface Design: What? So What? Now What?» In Proceedings of the 6th Conference on Human Factors and the Web. Austin: University of Texas.
MUELLER, Barbara. 1987. «Reflections of Culture: An Analysis of Japanese and American Advertising Appeals». Journal of Advertising Research 27 (3): 51-59.
SIMON, Steven J. 2001. «The Impact of Culture and Gender on Web Sites: An Empirical Study». Database for Advances in Information Systems 32 (1): 18-37.
SINGH, Nitish, Hongxin ZHAO and Xiaorui Hu 2003. «Cultural Adaptation on the Web: A Study of American Companies’ Domestic and Chinese Web Sites». Journal of Global Information Management 11 (3): 63-81.
SINGH, Nitish and Daniel BAACK. 2004. «Studying Cultural Values on the Web: A Cross-Cultural Study of U.S. and Mexican Web Sites». Journal of Computer Mediated Communication 9 (4). Accessed March 20, 2010. http://jcmc.indiana.edu/vol9/issue4.
SINGH, Nitish and Hisako Matsuo. 2003. «Measuring Cultural Adaptation on the Web: A Study of U.S. and Japanese Websites». Journal of Business Research 57 (8): 864-872.
WALKER, Danielle, Thomas WALKER and Joerg SCHMITZ. 2003. Doing Business Internationally. New York: McGraw Hill.
WÜRTZ, Elizbeth. 2005. «A Cross-Cultural Analysis of Websites from High-Context Cultures and Low-Context Cultures». Journal of Computer Mediated Communication 11 (1). Accessed March 20, 2010. http://jcmc.indiana.edu/vol11/issue1/wuertz.html.
ZANDPOUR, Fred, Verónica CAMPOS, Joelle CATALANO, Cypress CHANG, Young Dae CHO, Renee HOOBYAR, Shu-Fang JIANG, Man-Chi LIN, Stan MADRID, Holly SCHEIDELER and Susan OSBORN. 1994. «Global Reach and Local Touch: Achieving Cultural Fitness in TV Advertising». Journal of Advertising Research 34 (5): 35-36.
Ivorra Pérez, F. M. (2015). How can Spanish toy manufacturers achieve intercultural competence in English? A contrastive study of Spanish and U.S. business websites. CLINA Revista Interdisciplinaria De Traducción Interpretación Y Comunicación Intercultural, 1(2), 87–97. Retrieved from https://revistas.usal.es/dos/index.php/clina/article/view/13971
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