"Dear Friend" (?): Culture and Genre in American and Canadian Direct Marketing Letters

Abstract

This essay examines the differences between Canadian and American cultures as they manifest themselves in business discourse. Studies of Canadian identity note the complexity inherent in a multicultural society such as Canada, but they also identify some of the common characteristics — a concern for and tolerance of others, awareness of class distinctions, concern for the collective over the indi vidual. This distinct Canadian identity affects genres such as the direct market ing letter because the genre depends on shared understandings between writers and readers; these understandings in turn depend upon cultural values. The essay then examines direct mail letters addressed to both Canadian and Ameri can addresses using concepts from cross-cultural communication: power dis tance, directness, and individualism. Two pairs of letters — one written for Canadians, one for Americans — that have similar goals are then examined to identify the differences between their approaches to each audience. Business communicators need to be aware that Canadians see themselves as culturally distinct, and they need to write differently for Canadian audiences. More research that identifies specific reader's responses to direct marketing letters is needed.