Share this Page URL

Chapter 19. Taking the Show on the Road:... > Stroll Through the Cultural Minefiel... - Pg. 157

Taking the Show on the Road: Multicultural Concerns and International 157 Speeches · The United States has more than $500 million invested abroad. The bulk of America's foreign investments are in the European countries, including Belgium, Denmark, France, Germany, and Italy. · Foreign countries have nearly $500 billion invested in the United States. Five countries account for more than 75 percent of the direct foreign investment. In order from most to least, these countries are the United Kingdom, Japan, the Netherlands, Canada, and Germany. Stroll Through the Cultural Minefield When Pepsi entered the Chinese market, its slogan, "Come alive with the Pepsi generation" was translated into Chinese as "Pepsi brings back your dead ancestors." The great increase in international communication has resulted in scores of linguistic blunders. Elevators seem to be at special risk for garbled translation: · This sign was seen in a Bucharest hotel lobby:"This lift is being fixed for the next day. During that time, we regret that you will be unbearable." · In a Leipzig elevator:"Do not enter the lift backwards and only when lit up." · In a Belgrade elevator:"To move the cabin, push button or wishing floor. If the cabin should enter more persons, each one should press number of wishing floor. Driving is then going al- phabetically by national order." · A Paris elevator:"Please leave your values at the front desk." Encores and Exits