Cultural differences influence communication more than language does. The degree of formality in addressing people, the directness expected in business dealings, attitudes to humour in advertising, the perception of self-praise, the way references are presented, and even the symbolism of colours and gestures all vary. Differences are significant even between neighbouring countries, so the assumption that a nearby market works the same way tends to be the first source of problems. In practice, this is addressed by having texts and visuals reviewed by someone who lives in that market, not a translator, and by checking in advance the conventions around things a company takes for granted – informal address, how prices are stated, promises made in advertising, and the use of humour. Local holidays and shopping seasons also differ, which directly affects campaign planning.
See also: Localisation vs translation, Seasonality of demand, Brand safety.
