Research: BLINK: Tackling the communication flux within the Asia-Pacific region (Exegesis)
Abstract: This research project examines cross-cultural advertising and communication in the Asia-Pacific region. It looks at the issues and concerns raised by industry practitioners through a series of interviews, centred around several main threads. These concerns were the need for localisation of campaigns to effectively promote the product, difficulty in language when targeting international markets, and the concerns regarding the need for a high level of understanding of the local cultural and religious environment to ensure that offence is not committed, and that a culturally relevant communication could be produced. For advertising and marketing agencies without in-country offices, access to this type of information and support is almost non-existent. This led to the proposal for a solution in the form of BLINK: A cultural facilitation agency. This is achieved through a handbook, two separate DVDs and a website. The website promotes the solution of the use of a specialised cultural facilitation agency by advertising and marketing companies wishing to enter the Asia-Pacific marketplace.
Author: Iz Sulaini
Supervisor: Dr. Jacqueline Dickenson