What is the most reliable source of advertising?
Despite all the activities (media, hoardings, internet advertising, product placement and endorsement, direct mail and so on) and all this expenditure, the ultimate in advertising is “word-of-mouth”: friends and colleagues are often our most reliable sources of information. This for of advertising is usually free. All the advertiser can do is hope that t is positive.
Unit 7 CULTURES
Do you think cultures are becoming more alike? Is it good or bad?
It may be true that cultures are becoming more alike under the effect of globalization and mass tourism. However, there often remains a gap between two given cultures.
In what way should cultural stereotypes be handled?
We use stereotypes in part because it’s so hard to take in all of the complicated information about other people in the world. It’s difficult to spend the amount of time necessary to understand why or in what different ways people behave. So instead, we learn early in our lives to accept stereotypes of groups, or individuals. We develop stereotypes not just for large cultures, but smaller ones.
Stereotypes eliminate the challenges of understanding people who are different from ourselves; they supposedly give us a general overview of whole groups of people so we know what to expect and how to act. Unfortunately, so many stereotypes are inaccurate(неточный) and are used as a method of scapegoating(козелотпущения), or to separate "their" behavior from "my" behavior. We don’t always
agree with, or like the way another cultures behave because it is different, and we therefore perceive it as wrong, and develop negative/ugly descriptions (stereotypes). When we have problems with someone of a different group, we tend to identify the problem as having to do with the group, rather than ourselves or the specific person. So stereotypes do get in the way of how we think and feel. It makes us very judgmental about others and unfortunately often erroneously so. Stereotypes prevent us from identifying the feelings that are really go on inside of us. With stereotypes, the belief will remain that someone did something to us, rather than the problem, fear, or rigidity/closed thinking being within ourselves. When
we’re stereotyping we get caught up in the issue of that’s what "they do", that’s how "those people" are, instead of being in touch with our actual feelings of hurt, confusion, being slighted, left-out, anger, etc.
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Explain the meaning of the term cultural awareness'. Why is it important?
Cultural Awareness is developing sensitivity and understanding of another ethnic group. Awareness extends to special foods, manners of dress, language, religious preferences and observances, and differences in communication styles. (For example, in some cultures it is impolite to make eye contact, especially with someone you do not know well.) To enhance the quality of the visit, it is helpful to be aware of cultural differences and be sensitive to those differences.
Cultural awareness recognises that we are all shaped by our cultural background, which influences how we interpret the world around us, perceive ourselves and relate to other people. You don’t need to be an expert in every culture or have all the answers to be culturally aware; rather, cultural awareness helps you to explore cultural issues with your recipients more sensitively.
Information about specific cultural practices will help to increase your cultural knowledge by providing an overview of cultural characteristics and issues. However, it is always important to identify individual needs and preferences and remember that no individual can be reduced to a set of cultural norms.
Within any culture, peoples’ values, behaviour and beliefs can vary enormously. Differences may occur due to time of arrival in Australia, length of settlement, socio-economic background, level of education,
way of life, identification with cultural and religious background, and different life experiences.
Key Considerations
· Be aware of your own cultural influences.
· Be aware of judging other people's behaviour and beliefs according to the standards of your own
culture.
· Be aware of making assumptions about cultural influences and applying generalisations to
individuals.
· Understand that the behaviour and beliefs of people within each culture can vary considerably.
· Understand that the extent to which people adopt practices of their new country and retain those
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from their cultural background can vary within communities, even within families.
· Understand that not all people identify with their cultural or religious background.
· Increase your knowledge about different cultural practices and issues through cultural background information sessions and/or resources and cultural awareness training.
· Understand the importance of appropriate communication.
Unit 8 EMPLOYMENT
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