Culture refers to the shared attitudes, values, beliefs and practices of a social group. It has both overt/material aspects like language, food and dress, as well as covert/non-material aspects like concepts of time and communication styles. Many conflicts arise from a lack of understanding between cultures. Several examples are given of companies that failed to properly consider cultural differences when translating marketing campaigns between languages and regions, resulting in messages with unintended and sometimes humorous or offensive meanings.

12. 1. What are the common features of the
mentioned Disney tales?
2. What are the significant differences
among them?
3. Describe the language, dress,
attitude, values of the story.
4. Provide major points about the
concept of culture.

13. CULTURE

14. Social Living and Global Education
Grad4

15.  It is the complex whole which includes the
knowledge, belief, art, morals, law, custom,
and any other capabilities and habits acquired
by man as a member of society (Kottak,
2011).
 It refers to the attitudes, values, beliefs, and
ways of acting and interacting that
characterized a social group (Kauchak and
Eggen,1993).

17. 1. The overt/open/material/visible culture
refers to clearly identifiable culture
components such as:
The language we speak

18. The food we eat

19. The clothes we wear

20. The music we listen to

21. The religion we worship

22. The philosophy we live by

23. and the social organization(s) which we belong.
Family
Political PartyPeer Group
Club

24. 2. The covert/hidden/non-material/
invisible culture refers to unconscious
behavioral and perceptual patterns
resulting from daily social learning such
as:
Concept of Time

25. Attitudes and beliefs about learning

26. Views about schools and classrooms

27. Manner of communicating

28. Culture diversity or Multiculture refers to difference in
race, ethnicity, language, nationality, or religion among
various groups within a community, organization, or nation.

29. General Cause:
Culture Diversity Lack of Information Culture
(Multiculture) & Culture Differences Conflicts
Conflict usually begins with a lack of information. Often, students
who face conflict do not know enough about each other to solve the
conflict. Misunderstandings, because of cultural differences, can
increase the conflict. These differences can be described as opposing
points of views which will result to an argument and may escalate to
threats or violence.
.

30. Open/Material Culture Hidden/Non-material
Culture

31.  Represent ideas/ symbols (SEMIOTICS)

36.  Dairy Association’s huge success
with the campaign “Got Milk?”
prompted them to expand
advertising to Mexico
 It was brought to their attention
the Spanish translation read, “Are
you lactating?”

37.  Clairol introduced the “Mist
Stick”, a curling iron into
Germany
 Only to find out that “mist” is
German slang for manure.

38. When Gerber started selling baby
food in Africa, they used US
packaging with the smiling baby on
the label.
In Africa, companies routinely put
pictures on labels of what’s inside,
since many people can’t read.

39. Pepsi’s “Come Alive With the
Pepsi Generation” in Chinese
translated into
“Pepsi Brings Your Ancestors
Back From the Grave”

40. Coca-Cola’s name in China was first read as
“Kekoukela”, meaning “Bite the wax tadpole” or
“female horse stuffed with wax”, depending on
the dialect.
Coke then researched 40,000 characters to find
a phonetic equivalent “kokou kole”, translating
into “happiness in the mouth.”

41. Coors put its slogan, "Turn It Loose," into
Spanish, where it was read as "Suffer From
Diarrhea.“
Scandinavian vacuum manufacturer Electrolux
used the following in an American campaign:
"Nothing sucks like an Electrolux."

42.  An American T-shirt maker in Miami printed
shirts for the Spanish market which promoted
the Pope's visit. Instead of "I saw the Pope" (el
Papa), the shirts read "I Saw the Potato" (la
papa).
 When American Airlines wanted to advertise
its new leather first class seats in the Mexican
market, it translated its "Fly In Leather"
campaign literally, which meant "Fly Naked"
(vuela en cuero) in Spanish.

43.  Colgate introduced a toothpaste in France
called Cue, the name of a notorious porno
magazine.
 Frank Perdue's chicken slogan, "It takes a
strong man to make a tender chicken" was
translated into Spanish as "it takes an
aroused man to make a chicken affectionate“