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  3. Cultural relevance and sensitivity are key issues that American companies have to tackle as they tap into the fast-growing ethni

Cultural relevance and sensitivity are key issues that American companies have to tackle as they tap into the fast-growing ethni

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问题     Cultural relevance and sensitivity are key issues that American companies have to tackle as they tap into the fast-growing ethnic population in the United States, said Bill Imada, chairman of Los Angeles-based Imada Group. The agency, which specializes in Asian language advertising, has seen meaningful growth as more American firms look for better approaches to ethnic customers whose cultures, habits, tastes and traditions have long been unexplored territory for corporate America. A rapid expansion of ethnic groups in the United States has shifted more advertising dollars toward consumers whose mother tongue is not English.
    Over 11 percent of the American population were foreign-born. Among them, more than 21 million speak English "less than well," according to the Census data for 2000. Of all the things that distinguish immigrants from the folks in their adopted country, language seems to be the easiest one to surmount. Yet it’s not always easy to find an equivalent expression in a foreign language. It is tough to explain "energy conservation" to someone, whose language does not contain a proper word for "electricity". Cultural difference rather than language has emerged as the crucial issue.
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答案 总部位于洛杉矶的Imada集团董事长Bill Imada认为，当美国公司想在快速增长的少数族裔人口中开拓市场时，文化关联和文化敏感是他们必须处理的关键问题。对美国企业界而言，少数族裔客户的文化、习惯、情趣和传统是他们长期未曾探索的领域，随着寻求更好的方法来接近少数族裔客户的美国公司越来越多，作为专门运作亚洲语言广告的代理机构，Imada集团的业务突飞猛进。由于在美国少数族裔群体的激增，美国的公司已将更多的广告费用用于针对母语不是英语的客户的广告。 根据2000年人口普查的数据，美国人口中有超过11％是在国外出生的。其中，2100多万人英语讲得“一点儿也不好”。在使移民有别于其所在国当地居民的种种事物中，语言障碍似乎是最容易克服的。然而，要在一门外语中找到与母语对等的表达方式往往并不容易。如果一个人的母语中没有合适的词来表达“电”这一概念，那么要向他解释“能源节约”是很困难的。关键问题是文化差异，而非语言本身。
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