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Supporting Internationalisation through Languages and Culture in the Twenty-First-Century University


Mark Orme

‘Internationalisation’ is a key issue impacting on higher education today, but what is actually meant by this term and how does it relate to the notion of ‘global citizenship’, which also features prominently on the higher education agenda? How does the promotion of foreign language learning and intercultural communication help inform the pursuit of internationalisation? And, as the twenty-first century progresses, how are universities meeting the challenges of developing languages-based curricula that reflect the requirements of an increasingly global marketplace?
This book brings together ten interconnected chapters from an international group of scholars who explore how language teaching and learning strategies and cross-cultural understanding support the cause of internationalisation in the modern higher education arena. The book will be of interest to both managers and practitioners who require an understanding of how the promotion of languages and intercultural knowledge informs the cause of internationalisation at strategic and operational levels within contemporary higher education.
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Is Sex a Laughing Matter? An Intercultural Perspective on Advertising



Sex appeal and nudity have long been the basis of advertisements for personal care and fashion with a number of studies exploring the selling power of sex and naked bodies. Some studies used national panels (Reichert, LaTour & Ford 2011; Manceau & Tessier-Desbordes 2006), whilst others have used multinational groups either from one (Dianoux & Linhart 2010; Hatzithomas, Zotos & Boutsouki 2011; Lass & Hart 2004) or several different continents (Piron & Young 1996; Frith, Cheng & Shaw 2004; Nelson & Paek 2008, 2005).

Equally, humour has been used to sell a wide variety of products and has been investigated on a national and cross-cultural level (Toncar 2001; Lee & Lim 2008: 71; Laroche, Nepomuceno, Huang & Richard 2011). Some of the studies also addressed the different cultural acceptance levels based on Hofstede’s cultural dimensions (1984) and Hall’s cultural differences (1967).

Whilst several studies have investigated either sex or humour on a cross-cultural basis, the present authors felt that research combining both themes would be a useful addition to the current discussion. Most studies have examined either print or TV advertisements. For the current study the authors wanted to look at the combination of TV advertising with social media and other digital sources.

This research uses a broadcast campaign by Axe (Lynx in the UK), the Unilever brand that has been targeting young males since 2000. The brand has successfully used humour and sexual...

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