Selling by mail in a global market

Abstract

Recent technological advances combined with cross-cultural economic interests make probable an explosive increase in transnational direct marketing. Use of credit cards within international networks, international toll-free telephone numbers, and the continued diffusion of life-style trends across cultural boundaries fuel the increase. And, it is widely predicted that the English language will dominate these exchanges. This article analyzes test samples of sales letters to argue that international direct marketers’ efforts currently are marked by cross-cultural differences, and that these are evidenced in certain linguistic, rhetorical, and organizing features that diverge from “prototypical” American direct mail advertising models. The findings suggest that the absence of these features, while reflecting the characteristics of the originating cultures, may pose problems for readers—whether they are native, or nonnative English speakers. In sum, the increasingly powerful role played by transnational advertising compels us to understand better how such communications simultaneously satisfy our need for unification and capitalize on our differences.