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Creating Resonant Multicultural Messages
Use transcultural themes & images to connect across cultures.
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 by Steven R. Van Hook, PhD

Steven R. Van Hook, PhDIt can be a challenge for global marketers to develop messages that resonate across national cultures, or as well the many cultures within any single nation.  

The video clip below briefly summarizes research that illustrates how transculturally resonant themes such as babies, animals, relationships, sports, and life cycles, might be used to craft messages that connect with people -- whatever their background, culture, and nationality.


Steven Van Hook has taught MBA and undergraduate marketing 
and communications courses for colleges and universities in the 
United States and abroad for more than a decade.

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