On the surface, this may seem like one more way to have to compare yourself to others. But I definitely think multi-culturalism is pretty lost on much of the US. Even in the advertising world -- where we tend to think of ourselves as pretty open and aware -- we've seen enormous blowups from ads where no one bothered to consider that anyone outside of their own cultural boundary could have access to the communications. This is worth a read.

Quote:

"In countries where most people speak English and a second language, which one should multinational companies use in their ads? A study in the Journal of Consumer Research finds that companies should use English when advertising luxury goods, but use a hybrid of English and the local language for household necessities."

Interesting story, and while I think the trend makes sense - that certain product categories are linked to certain modes of communication - I don't think the scenario/solution stated is blanket.