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The Tower of Babel, Pieter Bruegel the Elder, 1563 (Courtesy: Kunsthistorisches Museum, Vienna)

The Language Challenge for Social Media in Multinationals

Idea posted: March 2015
  • Strategy
  • CSR & Governance
  • Leadership & Change
  • Operations

The growth of social media in business enables and enhances a company’s communication among employees and with outside stakeholders, including customers and partners. The diversity of languages within a multinational, however, can hamper communication and collaboration both externally and internally. 

Idea #500
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1956 Ballantine Ale original vintage advertisement (Source: Brookston Beer Bulletin)

Ambiguous Ads: Hidden Messages, Hidden Risks?

Idea posted: April 2014
  • CSR & Governance
  • Marketing

Companies sometimes use covert ‘cues’ and ambiguous images to advertise their products. This ‘purposeful polysemy’ enables them to target minority groups without alienating ‘mainstream’ consumers. It is not, however, a foolproof strategy. Research suggests that heterosexual men respond less positively to ‘gay window’ advertising.

Idea #360
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