Academic English for Business and Management
Compare and contrast the ideas expressed in the two texts. To what extent do these texts show that national and cultural stereotypes are no longer a useful way of examining the human condition and economic activity? Choose an element in the texts which you find interesting and explain your reaction to it by giving examples from your own experience.
Your full name: LIU CHENYE
Student number: 200755816
Submission date: 29th July, 2013
Tutor’s name: Mr Stephen Walsh
Word count: 1452
It has been widely recognized that people’s thinking and behavior are influenced by circumstance, such as cultural, national and social activities. Generally, stereotypes influence people’s daily life and business activities in some degree. Before read this essay, there are two main perspectives showing that simplistic stereotypes to divide the world (Yong, 2009) and the ethno-cultural stereotypes used in international linguistic market (Piller, 2011). The present paper is concerned with comparisons and contrasts between ‘East meets west’ (Yong, 2009) and ‘Intercultural Communication’ (Piller, 2011). In the second part, through different points of view in two articles, we will investigate in details whether it is the useful way to examine human life and business activities by national and cultural stereotypes. In the third part of the paper, some reflections will be shown to follow from the influences by thinking of the world from easterners and westerners.
On the similar side, Yong (2009) maintained in “East meets west”, the way of human thought may be shaped by local culture, which point is parallel to Piller (2011) wrote in Intercultural Communication. Various of specimens have been used both in their papers to describe differences between two modes of thought. In terms of research (Nisbett (2001), cited in Yong (2009)), the object through a video of underwater scenes has been described by American are different to Japanese by influence of visual attention. Another experience (Piller, 2011) shows the mistranslation of Pepsi slogan between China and America which proved the “considerably dissimilar” of the way of human thinking in two areas.
Furthermore, both articles are discussed national stereotypes. For an opinion (Yong, 2009) be examined westerners through logic, they mainly perceive world in an analytic way. Contrasting to easterners tend to think more holistic. American psychologist (Nisbett (2001), cited in Yong (2009)) experiment it through changing relationships with its environment by mother and daughter. What is more, for Piller (2011), who used the ideas of stereotypes and showed how they can be exploited to help sell products.
In contrast to the differences between two paper, Yong (2009) invoke some other writer’s opinion to discusses the ways of human thoughts and changes in the article, whereas Piller (2011) confer economic activities and the mainly usage of foreign languages in multilingual marketing and English in global marketing.
Additionally, by social stereotype, Yong (2009) shows three primarily factors, which are visual attention (Nisbett (2001), cited in Yong (2009)), views of causality and people logic ways, affect the way of human thoughts. However, Piller (2011) discusses how stereotypes to be used for commercial marketing, by exampling (Harald Haarmann (1989), cited in Piller (2011)) of a wide range of European languages which have been used in Japanese advertising. Yong (2009) also uses some experiments to indicate thoughts between the holistic eastern and analytical western, mentions that they have the ability of both thinking ways, people should reflect different mode thought through changed situation. Whereas, Piller (2011) focuses on languages and proves some bad effects on mistranslation of examples, for instance, the case of ‘Mock Spanish’ (Barrett (2006: I77), cited in Piller (2011)).
In the above mentioned paragraphs, it is clear...
Bibliography: Yong, E. (2009) ‘East Meets West’,New Scientist ,March 2009 issue
Piller, I. (2011) ‘Intercultural Communication for sale’ in Intercultural Communication: A Critical Introduction. Edinburgh: _ Edinburgh University Press
Goldberg, C. [no date]. East and West: Seeing the world through different lense [on line]. [Accessed 25 July 2013]. Available from:
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