1. ‫בכפר‬ ‫הגלובלית‬ ‫השפה‬
‫הגלובלי‬
The Global Language in the
Global Village
2/2/2016 1

2. English Language &
Cultural Awareness
2/2/2016 2
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net
The Italian man who went to Malta 
https://www.youtube.com/watch?v=gTlD1Z0F7IA

4. Topics:
Communication
Language Culture
2/2/2016 4
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

5. Verbal communication is using
language
• One to one
• Groups and meetings
• Negotiation
• Telephone – tele-conf.
• Video-conf - SKYPE
• Presentations
• Songs & poetry
2/2/2016 5
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

6. Question:
Can language ability help to increase
profits?
Question:
Can understanding other cultures
(through language) help to increase
profits?
Yes & Yes
2/2/2016 6
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

7. Cultural Sensitivity
Means … knowing that cultural
differences and cultural
similarities exist, without values
or judgements like
better or worse / right or wrong.
2/2/2016 7
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

8. Cultural Sensitivity
Therefore, WE need to know
about cultural differences
on the international
stage in play the
game
2/2/2016 8
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

9. Cultural Sensitivity
2/2/2016 9
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net
Streamline:
• Business communication
• Meetings
• Predicting trends
• Understanding & Listening
• Market & culture research

11. MULTICULTURALISM
An American family on assignment in Indonesia
went to restaurant with their Pet dog. The
restaurant manager politely greeted then at the
door, took their dog and , 30Minutes later-family
was shocked
They had SERVED IT TO THEM
The consumption of dog meat is associated with
their culture, where dog meat is considered a
festive dish usually reserved for occasions such as
weddings and Christmas.
2/2/2016 11
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

12. What about Israelis?
2/2/2016
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net
12

13. Cross Cultural Communication
Why & When needed ?
In global businesses, activities such as
leading, motivating, decision making,
problem solving, exchanging ideas
and information.
All depends on the ability of proper
communication and interaction from
one culture to another.
2/2/2016
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net
13

14. Cross Cultural Communication
Why & When needed ?
Mistakes in cross-cultural
communication often go unnoticed
by the communicators, but these
mistakes have the potentials to cause
damage to international
relationships and negotiations.
2/2/2016
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net
14

15. Cross Cultural Communication
Why & When needed ?
Mistakes or misinterpretations like:
subtle gestures of the hands, and
face, the use of silence, what is said
or not said, and the intricacies of
dealing with age and status often
provide PITFALLS for International
Business.
2/2/2016
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net
15

16. What happened?
Why haven’t they called?
Why don’t they return my calls?
Was it something I said?
Did I miss something?
Was it something I didn’t say?
I don’t need them anyway!
We do just fine without them!
Who do they think they are!
2/2/2016 16
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

17. 2/2/2016
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net
17

18. Communication
I’m sure that some of you have
heard the expression: “a bad
workman blames his tools”
So what’s the “tool” for
communication?
LANGUAGE
2/2/2016 18
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

19. ‘is’ ‘are’
‘was’ ‘were’
‘does’ ‘do’
‘have done’
‘have been’ ‘had seen’
who cares?!
2/2/2016 19
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

20. It’s all very well being able to speak English
(or any other second language for that
matter), but if the advantage that the
knowledge of an additional language brings
you doesn’t lead to making more money
/increasing profits ...
then what’s the point!?
This may be stating the obvious but there
can be serious and irreversible
consequences and repercussions
of damaged communication.
2/2/2016 20
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

22. Let’s not fool ourselves,
in business, it’s the end
that justifies the means
and as long as that end
has a profit margin then
the means become:
2/2/2016 22
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

23. As useless as...a sign for a sign!
2/2/2016 23
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

24. or: As useless as ...
the “G” in LASAGNA!
2/2/2016 24
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

25. Which way of greeting are you more
comfortable with?
2/2/2016 25
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

26. Cultural misunderstanding
• Cultures differ in what they think
politeness is
• People think that politeness equals
good manners and good character
• People assume that other cultures are
polite in the same way …or not …
2/2/2016 26
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

27. What about Israelis?
2/2/2016
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net
27

29. Which is the more serious mistake?
• A: Would you like
to come over for
dinner on Friday?
• B: Sorry I’m
working that night.
• A: Would you like
to come over for
dinner on Friday?
• B: I can’t.
2/2/2016 29
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

30. Appropriate speech behavior
• Native speakers are more forgiving of
grammatical mistakes than
inappropriate speech
• For native speakers, appropriate
speech behavior – being polite – is
unconscious**
• Language learners do not have
unconscious knowledge of what is
appropriate speech behavior**
2/2/2016 30
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

31. Types of misunderstanding
Direct translation – Israelisms
…
Differences in appropriateness –
trying too hard
2/2/2016 31
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

32. Direct Translation
Language learners translate what
they want to say from their first
language - this, very often, creates
a misunderstanding because the
language and culture rules are
different - for politeness or
courtesy for example.
2/2/2016 32
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

33. Are these the same?
• Can you play the piano?
• Can you run fast?
• Can you speak French?
• Can you pass the salt?
2/2/2016 33
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

34. “Can you pass the salt?”
• This is a request in English. It is not asking
about the other person’s ability to pass the
salt
• However, if directly translated into Russian, it
is a question for information
• Thus, the English-speaking learner of Russian
would fail to communicate his or her meaning
2/2/2016 34
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

35. Telephone conversation
SR: Hello, is Mr. Cohen there please?
C: Yes.
SR: Oh…may I speak to him please?
C: Yes.
SR: Oh…are you Mr. Cohen?
C: Yes, this is Mr. Cohen.
2/2/2016 35
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

36. Telephone conversation
The foreign customer fails to
understand that the sales rep’s
first question
–Is not asking if he is there or not
–Is a request to talk to him
2/2/2016 36
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

37. Differences in Appropriateness
This type of misunderstanding is
directly related to cultural
differences
What is appropriate in one culture is
not always appropriate in another
culture
2/2/2016 37
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net

38.  SMILE 
2/2/2016
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net
38

39. What about Israelis?
2/2/2016
Howard Burns www.anglit.org
052-3485156 howard1@bezeqint.net
39

40. ‫הגלובלית‬ ‫השפה‬
‫בכפר‬‫הגלובלי‬
The Global
Language in the
Global Village
40
Howard Burns
www.anglit.org
Howard1@bezeqint.net

41. 2/2/2016 41
Howard Burns
www.anglit.org
052-3485156
howard1@bezeqint.net

42. Inspector Clouseau - Hamburger (Steve Martin)
https://www.youtube.com/watch?v=kB_GSstdsFQ