1. Summary
Neleen Leslie from Florida State University makes an analysis from the book
“Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives” by
Barbara Mueller. This book is intended to analysis how advertisements are influenced by
culture. In the article Leslie points out many ideas of how different ethnic groups are
approached. She states that there are many differences in the way of how to target a certain
group of people. The main difference exposed and the most obvious is the language. She
restates Barbara Mueller’s words when she says that every advertisement should have an
accurate translation in different idioms. Another point Neleen makes is the cultural values
within every group of people. She state that “Ethnic groups respond better to ads that reflect
their cultural values”. According Neleen and Barbara’s point of view, groups are more keen to
buy products that praise there culture. She states that one of the conflicts companies must
analysis is the message ethnic groups will get out of the advertisement. For example she says
there are some advertisements that use religion as the main part. These can reflect a positive
trend amongst a group, thus some other groups might find it very offensive and thus apply a
subconscious boycott to the product. Concluding her article, Neleen states investigations
should be run in order to analysis how “nuances of culture” can determine how consumers
will feel towards a product.