VERBAL AND VISUAL RITUALS IN THE ASIA PACIFIC REGION AND RELATED IMPACTS ON PROMOTIONAL CAMPAIGNS

In the post-COVID-19 era, some predict that unilateralism is taking the dominating position of globalisation. On the contrary, the world is continuously steered to the direction of further mutual cooperative development, in another term, globalisation. Globalisation are intercultural activities stimulated by individuals and organizations who cross national boundaries chasing new customers, materials, and markets. For example, Nestlé, which is based in Switzerland, sells 85 per cent of its product in other countries. In this era of globalisation, cultural diversity presents both challenges and opportunities to individuals and organisations involved in international business. In the process of cooperative development of countries, intercultural communication continuously presents researchers new issues.

Intercultural communication is a pathway to successful cooperation of business. However, lingual and cultural differences make intercultural communication complex and difficult to handle. In multicultural business communication and international business negotiation, many obstacles, even misunderstandings are caused by such cultural and linguistic differences. Therefore, when doing international business, it is necessary for all participant parties of business to perceive and comprehend cultural and ritual gaps between the guest and the host culture. Efficient knowledge on verbal ritual is the key to effective communication.

This paper argues the relations between verbal and visual rituals and the related impacts to promotional campaign in the Asia Pacific Region. Firstly, the definition of communication and the connection between cultural rituals and communication process are introduced theoretically. Secondly, general difficulties of intercultural verbal communication and differences between individual cultures are illustrated with examples in practical intercultural communication. Thirdly, a description of possible influences from intercultural communication to promotional campaign is offered to concrete the psychological and cognitive features supporting the discussion. Findings of this research is presented that although modern mass culture creates some common characteristics in world culture, each country maintains its unique “cultural geography”. Finally, strategies for successful intercultural communication are recommended in order to facilitate multicultural communication including negotiation for cooperation, product promotion, and advertising. campaigns in the Asia Pacific Region. Two gaps in intercultural communication are highlighted. The significance of nonverbal rituals is clearly presented, provoking further researches in related academic filed.

Keywords: verbal rituals, visual metaphor, communication