Analysis of National and Cultural Stereotypes

donnish slope for Business and Management Compargon and contrast the 2 articles, making clear your criteria for comparison. To what extent do these articles show that national and hea because stereotypes ar no longer a useful way of examining the gentleman condition and economic activity? Choose an element in the articles which you examine interesting and explain your reception to it by giving examples from your own experience. Your full name Binjie He Word count 1152 As the exploitation of globalization, world becomes sm each(prenominal)er and smaller.People who lived with each other become closer. Meanwhile, international trade is booming, and products could be bought in supermarkets from about forevery area in the world. As a result, national and pagan stereotypes attract more(prenominal) attentions than ever before. This essay will compare and contrast two articles, East meets air jacket (Yong, 2009) and International Communication (Piller, 2011), controvert the t wo authors opinions towards national and cultural stereotypes and present my own opinion from personal experience.However, before the discussion I will summarize the similarities and differences based on their type, audience, tvirtuoso, structure, focus and the attitude to stereotypes. The final section will select an example of Haier, China. My aim is to eliminate peoples misunderstanding of stereotypes. There are two similarities check to the two articles. Firstly, both the two articles describe assorted reactions of people belonging to the same(p) situation from antithetic countries through examples.Secondly, both of them admit that the mindsets of people are different from various areas, and offer evidences for national and cultural stereotypes. As well as the above-mentivirtuosod similarities, there are several differences. At first, the types of these articles are various. Yongs is an article, while Pillers is a textbook. Next, the audiences of Yongs are general public and arouse amateurs. On the contrary, Pillers are students and academics. In terms of the tone, Yong appeared to be a professor, while Piller spoke as a adept of the audiences. Whats more, Yong states the opular notions and his own opinion at the beginning of the article. He cites several experiments which supported best-selling(predicate) stereotypes, then new-fangled research is used to prove his opinion in the body, and a conclusion of his view is presented at the end of the article. Pillers structure differs from Yongs in that Piller gives an overview of the article at first, positive and negative examples are enumerated in the middle, and finally key points of the article are clearly listed. Moreover, the focuses of these articles are different. Except stereotypes, Yong emphasizes much on psychology.Conversely, Piller pays more attention on business, especially advertize. Whats interesting is that Yong opposed to stereotypes, which is different from Piller. The comparison of the two articles incur been clear, and it will be vital to discuss to what extent do these articles show that national and cultural stereotypes can contribute to the human condition and economic activity. Yong doesnt agree with stereotypes in his article. He argues the popular stereotypes that easterners and westerners have distinct world views are far too simplistic.There are pieces of research he conducted as follows. First of all, Yong agrees it is the contexts that evoke peoples mindset rather than history. Then, he suggests while the psychology of westerners whitethorn be superficially distinct from easterners, when social isolation is an issue there is little difference in the midst of the two (Yong, 2009, p. 34). It is indicated in Trey Heddens research that east Asians used the same brain areas with Americans when working harder, and people had to think harder to perform tasks outside their cultural comfort zone.Which was alike found by Hedden is that its easy to flip be tween different modes of thinking in people with roots in more than one culture (Yong, 2009). It is generally said that easterners have a holistic world view and westerners are more analytical, while Yong reveals we are all capable of both analytic and holistic thought (Yong, 2009, p. 35). greatly various from Yong, Piller argues that the stereotypes in advertising should be better utilized. She believes the use of language other than the national one is the key means to achieve intercultural commodification rather in denounceing and promotion.The most significant she stated is that although the mercenary use of English rarely connoted an ethno-cultural stereotype, the use of other languages can connote stereotypes, which is beneficial for advertising. In the same way, the using of exotic languages in brands and advertising is popular in China. One of the examples is Chinese famous major(ip) appliances brand Haier. The company only had a Chinese name at its first stage. As the te aching of business, it entitled an English name of Haier, which is a word does not function linguistically in English but the pronunciation of it is similar to its Chinese name.Whats more, it seemed modern and international to the customers and easy for them to distinguish it from all the national brands at that time. It is also the first step to be an international enterprise to Haier. After that, the brand Haier was gradually accepted in and abroad. Up to now, Haier has been providing customers with high quality products for 27 years and is the number one brand of Major Appliances in the world with 7. 8% retail volume share in 2011. It also ranks number one for several of its product ranges including refrigeration appliances, home laundry appliances and electric wine cellars.As a forerunner in the industry, Haier emphasize much on customers needs and innovation. Since different people will have various requirements to the same appliance, what is the most important is satisfying th e needs of local customers. Their global presence allows Haier to go down their production and build high-quality products tailored to local needs. Such examples about language using in brands and advertising are too numerous to mention one by one. Another element that I interested in is cultural differences relationship to logic, which apparent obviously in China.Logic is based on education and culture. conformity is our traditional mindset which is taught at their early ages. Thats why Chinese always try to find a middle ground between two opposing positions to avoid conflicts. Thats why most Chinese students assessed the situation from both sides and try to reconcile the differences between mothers and daughters, while Americans are tend to be given to reject one proposition for the other (Yong, 2009). Owing to this mindset, Chinese are afraid to be different from others.They want to be the middle people, who are neither the first, nor the last. In conclusion, I agree with the two authors opinions in these articles. As far as I am concerned, we should avoid racism because there are some differences between easterners and westerners. It is hoped that national and cultural stereotypes could be used on a positive way. In recent days, numberless examples of the using of languages in brands and advertising could be seen everywhere. What we should not ignore is that numerous of exotic languages social welfare advertising a lot if sed properly and accurately. In my opinion, if an English name was used in brands or advertising, people could distinguish it from other national brands easily, and an international stereotype could also functional well. Finally, peoples logic is greatly based on their education and culture. It is the harmony education in China that makes Chinese middle people. References Piller, I. (2011) Intercultural Communication for sale in Intercultural Communication A Critical Introduction. Edinburgh University Press Yong, E. (2009) East meet s west New Scientist March 2009 issue