2.1.2 MARKETING ACROSS CULTURES
MARKETING ACROSS CULTURES
1A. Warm up
Look at the picture and the slogan. What do you think was the problem with this ad campaign?
1B. Reading
Read the following and see what mistake Parker Pens made when trying to break into the Spanish market.
Parker Pens in Spain
Ah, the perfect pen that “never leaks in your pocket’. However, this global giant had a bit of a marketing hiccup in the Spanish market – a classic example of ‘lost in translation’.
Blunder
There was an uncomfortable moment when Parker Pens’ slogan, ‘It won’t leak in your pocket and embarrass you,’ was translated for Spanish-speaking countries. Apparently, ’embarazada’ doesn’t translate to ’embarrassed’. The translated copy read, ‘It won’t leak in your pocket and get you pregnant’.
Cause
Sometimes, in the quest to be unique and groundbreaking, brands might inadvertently overlook language nuances. That’s precisely what happened here, jeopardising the brand’s image. Parker Pens’ oversight wasn’t malicious; it was just unaware.
1C. What lessons can be learnt from Parker Pens?
1D. Discussion
1.Why do you think some marketing campaigns work in some cultures and not others?
2. Should a brand keep its English name when entering a non-English country?
3. What product would NEVER work in your culture – no matter how well it’s marketed?
4. Which is more dangerous: translation errors or cultural errors?
5. If a Western brand fails in Asia, should it change or leave?
2A. Video
Watch the different ads of McDonald’s from different countries. Watch the video HERE.
- Which ad would work best in your country? Why?
- Who is the target audience for each ad?
- What cultural values can you see in the images?
2B. Short Debate idea
“Good marketing is universal” – Agree or disagree? Why?
3A. Key Vocabulary: Cross-cultural marketing
3B. Practice
3C. Discussion questions
1.If you were creating a new social app, who would be your target market?
Why?
2. What cultural values are important in your country?
How do they affect daily life?
3. Can cultural values change over time?
Give examples.
4. Have you ever bought something because of social pressure or advertising?
How does consumer behaviour affect you personally?
5. Think of a famous brand you recognize worldwide.
Why do you think it has such strong global branding?
6. Are stereotypes always negative, or can they sometimes be harmless or even useful?
7. Are there topics that are considered taboo in your culture?
How do people usually handle them?
8. Can you think of symbols in your country that have special meaning (colours, objects, gestures)?
9. Have you ever misunderstood someone because of a small nuance in language?
Give an example.
4A. Language Focus: Useful expressions for analysis & comparison
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4B. Practice
4C. Speaking
Look at the ideas below and discuss:
- Key similarities and differences
- Reasons for different approaches
- Potential cultural risks
Example: 1. Online shopping vs in-store shopping
Key similarities and differences
- Similarity: One major similarity is that both aim to provide convenience and a positive customer experience.
- Difference: In contrast to in-store shopping, online shopping offers greater convenience and a wider product range, while physical shops allow customers to see and test products before buying.
Reasons for different approaches
- This is because online retailers focus on speed, accessibility, and data-driven personalisation.
- One explanation could be that physical stores prioritise trust, human interaction, and immediate satisfaction.
Likely success or failure in a specific market
- This approach is likely to succeed in urban markets with strong digital infrastructure.
- In contrast, in-store shopping may be more successful in markets where consumers value personal service.
Potential cultural risks
- Online-only models could be perceived as impersonal or unreliable in cultures that value face-to-face interaction.
- In some markets, aggressive online promotions may be seen as untrustworthy.
Task: Try and use some of the expressions from Ex.4A.
Discounts & promotions
vs
loyalty programmes
Influencer marketing
vs
celebrity endorsements
Video content
vs
written content
AI-generated ads
vs
human-designed campaigns
Humour-based advertising
vs
emotional storytelling
Speed of service
vs
quality of service
Fast fashion
vs
sustainable fashion
Remote customer service
vs
in-person service
5A. Video
Watch the following video about translation mistakes of famous brands and answer the questions below. Watch the video HERE.
- What brands are mentioned?
- What translation mistake did they make?
Glossary:
- Bubbly – fizzy; can also describe a lively personality.
- Sleek – smooth, polished, modern design.
- Fartful – an invented word that could be understood as ‘full of farts’, innocent in Swedish, but funny in English.
5B. Humour & Idiomatic Expressions
Look at the following expressions from the video:
Nothing sucks like… – used to say something is the worst or not good at all (very informal).
- Nothing sucks like a rainy day. → A rainy day is really bad.
Turn it loose – to free someone or something; to remove anything that limits the freedom of action of someone or something.
- At the party, everyone just turned it loose and danced.
- He turned the horse loose in the field.
Come alive – become full of energy or excitement.
- The city really comes alive at night.
Hold onto your hats – get ready for something exciting, surprising, or shocking.
- Hold onto your hats, the show is about to start!
Fly off the shelves – sell very quickly.
- The new phone flew off the shelves on the first day.
Crash course – a short, intensive introduction to a subject.
- I took a crash course in Spanish before my trip.
5C. Practice
Try to use them in your own sentences:
Write one sentence using each expression about yourself, work, or a funny situation.
5D. Points to notice in the video
Marketing & Business Vocabulary
- Marketing gone wrong – campaigns or strategies that fail spectacularly.
- Translation mishap – mistakes or misunderstandings caused by language differences.
Structures
- Reported speech / translation errors – “the translation implied that…” / “advertisement promised…”
- Conditionals for humour/potential consequences – “won’t leak in your pocket and make you pregnant.”
- Contrast / irony – “Refreshing maybe; terrifying definitely.”
5E. "Marketing Gone Wrong"
In pairs, create your own “marketing gone wrong” scenario and then:
- Report what the translation implied.
- Write a funny conditional sentence.
- Use contrast/irony to describe the result.
Example: Marketing Gone Wrong
- Scenario: A Japanese company tries to sell a new soda in English-speaking countries. Their slogan in Japanese is “Energy for your spirit,” but the translation comes out as “Drink and become a ghost.”
- Reported speech / translation errors: The translation implied that drinking the soda would turn you into a ghost.
- Funny conditional sentence: If you drink this soda, you will haunt your coworkers all day.
- Contrast / irony: Refreshing maybe; terrifying definitely.
6. Practice Activity: Cultural Marketing Lab
Group Task (3–4 students):
You work in a marketing agency. A UK-based company wants to launch a new energy drink in one of the following countries:
- Japan
- Saudi Arabia
- Brazil
- Germany
- India
Each group must decide:
- Product name
- Colours for packaging
- Slogan (adapted to culture)
- Image/person used in advertisement
- Potential cultural risks
7. Discussion Questions
1.Should global brands adapt to cultures or keep one global identity?
2. Are stereotypes sometimes useful in marketing?
3. Should companies refuse to enter certain markets for ethical reasons?
4. Is Western marketing becoming too dominant worldwide?
5. Which culture is the most difficult to market to? Why?
To download the pdf for this lesson, click on the link: https://drive.google.com/file/d/1lbzk_jsiOOXKmuBR-lqX4W-VuhGH0ws0/view?usp=sharing