Summary     Neleen Leslie from Florida State University makes an analysis from the book“Communicating with the Multicultur...
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  1. 1. Summary Neleen Leslie from Florida State University makes an analysis from the book“Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives” byBarbara Mueller. This book is intended to analysis how advertisements are influenced byculture. In the article Leslie points out many ideas of how different ethnic groups areapproached. She states that there are many differences in the way of how to target a certaingroup of people. The main difference exposed and the most obvious is the language. Sherestates Barbara Mueller’s words when she says that every advertisement should have anaccurate translation in different idioms. Another point Neleen makes is the cultural valueswithin every group of people. She state that “Ethnic groups respond better to ads that reflecttheir cultural values”. According Neleen and Barbara’s point of view, groups are more keen tobuy products that praise there culture. She states that one of the conflicts companies mustanalysis is the message ethnic groups will get out of the advertisement. For example she saysthere are some advertisements that use religion as the main part. These can reflect a positivetrend amongst a group, thus some other groups might find it very offensive and thus apply asubconscious boycott to the product. Concluding her article, Neleen states investigationsshould be run in order to analysis how “nuances of culture” can determine how consumerswill feel towards a product.

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