Racism, political correctness and taboos: Cultural check beats culture shock.

Seriously people, no one in communications should need an external consultant to point out that the n-word in an obscure German car commercial is not OK. 

Things become real tricky, though, in international communications when it comes to idioms, attitudes and behaviors that are entirely acceptable in one culture yet anything but in another. 

There’s no shortage of cultural minefields. And no, familiarity with the blunders you’re sure to have encountered in international marketing magazines* doesn’t prepare you for the unexpected: the more deceptive mistakes that lie just inside your blind spot. 

Take religious holidays in Germany for one: Most Germans wouldn’t think twice about sincerely wishing others a “Merry Christmas,” but non-Christians in the U.S. are quite likely to take umbrage. Conversely, Germans may not be able to fully identify with an ad showing an otherwise politically correct mix of U.S. ethnicities. 

While a very forthright opinion in a customer magazine might not raise eyebrows in Germany or the Netherlands, not all cultures are as direct. In Japan, it could well be tantamount to social suicide. Copy created in the UK may tap into aspirations that evoke little more than a shrug across the Channel. And the product name that’s supposed to sound English may as well be Greek to anyone who speaks the language.

We would probably pick up on a lot of these problems in our mother tongue. But when it comes to communications conceived and executed in one country for delivery in another, things often look very different.

Seemingly small flaws can make a big difference. And undermine the effectiveness of translated messages in local markets. Or worse, cause damage to the brand itself.

Which is why companies would do well to cultivate high levels of diversity, openness and critical thinking in their ranks. Or at least bring in outside assistance. Especially but not only when it comes to international brand communications.

Then you’re sure to drive the right message home across borders.

*Toyota’s “MR 2,” which when pronounced in French sounds like “shit,” the Clairol “Mist” Stick curling iron, which suffers the same fate in German, or the legendary “Nothing sucks like an Electrolux” …  faux pas that any halfway decent native proofreader should catch.