A satellite Internet service is far a better option than the 56k dial up services. The main priority is to get the faster connection with a higher speed access. Even so, there are a lot of bad reviews out there for those who have subscribed the satellite Internet services.

One of the major problems faced by the subscribers according to the satellite Internet review would be the peak hours and the Fair Access Policies. Fair Access Policy (FAP) or also known, as Fair Use Policy is a policy that limits the bandwidth of a subscriber’s daily usage of the Internet. Do check with the provider on what is the FAP for the plans offered before signing up because the smaller the bandwidth, the less access that you can gain in that Internet service. When the connection is congested during the peak hours, the Internet goes very slow. This happens usually when there are too many people accessing the Internet at a same time and this has been the major drawback from the reviews.

According to the reviews, latency is the second most drawbacks faced by the subscribers. With satellite internet, data signals travel forward and back through the space in a long distance and this will create latency in data sourcing. Subscribers will experience lagging if they are using the voice chat applications, voice over IP service, streaming video or watching movies online or even playing online gaming. To avoid more frustrations with the latency problems, subscribers would prefer to stick just normal surfing or typical emailing when accessing with the satellite internet.

As the data signals travel in quite a distance, any more disturbances between the traveling will make the connection even worse. The weather condition and the location of the disk would be the factors that can worsen the satellite Internet services. Raining, clouds, snow and big winds can contribute to a lost of connectivity and interruptions when the data signal is lost. This could also happen if the disk is not installed in a clear view location to avoid any disturbances.

The next common problem as stated in the satellite internet review, pricing is by far most expensive in comparison with cables or DSL services. In order to enjoy a high speed Internet connection then the 56k dial up access, subscribers need to pay a huge amount of startup and monthly fees. Even so, with all the drawbacks, it has become a necessity to have the high-speed access to Internet; subscribers had to just bear with the troubles they have to face.

The essence of advertising is convincing people that a product is meant for them. By purchasing it, they will receive some benefit, whether it be lifestyle, status, convenience or financial. However, when an advertising campaign is taken abroad different values and perceptions as to what enhances status or gives convenience exist. These differences make the original advertising campaign defunct.

It is therefore critical to any cross cultural advertising campaign that an understanding of a particular culture is acquired. By way of highlighting areas of cross cultural differences in advertising a few examples shall be examined.

Language in Cross Cultural Advertising

It may seem somewhat obvious to state that language is key to effective cross cultural advertising. However, the fact that companies persistently fail to check linguistic implications of company or product names and slogans demonstrates that such issues are not being properly addressed.

The advertising world is littered with examples of linguistic cross cultural blunders. Of the more comical was Ford’s introduction of the ‘Pinto’ in Brazil. After seeing sales fail, they soon realised that this was due to the fact that Brazilians did not want to be seen driving a car meaning ‘tiny male genitals’.

Language must also be analysed for its cultural suitability. For example, the slogan employed by the computer games manufacturer, EA Sports, “Challenge Everything” raises grumbles of disapproval in religious or hierarchical societies where harmonious relationships are maintained through the values of respect and non-confrontation.

It is imperative therefore that language be examined carefully in any cross cultural advertising campaign

Communication Style in Cross Cultural Advertising

Understanding the way in which other cultures communicate allows the advertising campaign to speak to the potential customer in a way they understand and appreciate. For example, communication styles can be explicit or implicit. An explicit communicator (e.g. USA) assumes the listener is unaware of background information or related issues to the topic of discussion and therefore provides it themselves. Implicit communicators (e.g. Japan) assume the listener is well informed on the subject and minimises information relayed on the premise that the listener will understand from implication. An explicit communicator would find an implicit communication style vague, whereas an implicit communicator would find an explicit communication style exaggerated.

Colours, Numbers and Images in Cross Cultural Advertising

Even the simplest and most taken for granted aspects of advertising need to be inspected under a cross cultural microscope. Colours, numbers, symbols and images do not all translate well across cultures.

In some cultures there are lucky colours, such as red in China and unlucky colours, such as black in Japan. Some colours have certain significance; green is considered a special colour in Islam and some colours have tribal associations in parts of Africa.

Many hotels in the USA or UK do not have a room 13 or a 13th floor. Similarly, Nippon Airways in Japan do not have the seat numbers 4 or 9. If there are numbers with negative connotations abroad, presenting or packaging products in those numbers when advertising should be avoided.

Images are also culturally sensitive. Whereas it is common to see pictures of women in bikinis on advertising posters on the streets of London, such images would cause outrage in the Middle East.

Cultural Values in Cross Cultural Advertising

When advertising abroad, the cultural values underpinning the society must be analysed carefully. Is there a religion that is practised by the majority of the people? Is the society collectivist or individualist? Is it family orientated? Is it hierarchical? Is there a dominant political or economic ideology? All of these will impact an advertising campaign if left unexamined.

For example, advertising that focuses on individual success, independence and stressing the word “I” would be received negatively in countries where teamwork is considered a positive quality. Rebelliousness or lack of respect for authority should always be avoided in family orientated or hierarchical societies.

By way of conclusion, we can see that the principles of advertising run through to cross cultural advertising too. That is – know your market, what is attractive to them and what their aspirations are. Cross cultural advertising is simply about using common sense and analysing how the different elements of an advertising campaign are impacted by culture and modifying them to best speak to the target audience.