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Business Customs are Important for Advertisement in Cuba
Business customs are usually elements of culture or organizational etiquettes existing in businesses. They are usually valuable unwritten rules that one is expected to portray and can propel one to make valuable business transactions. Although these customs are globally recognized, it is important to note that they may be unique to certain environments (Sheahan, 2015). It is very important to familiarize with new and existing accepted cultures to avoid negative sensitivity that may lead to conflict that can impact negatively to the business (Hirchkorn, 2014). This study is going to explore the importance of business customs in advertisement in Cuba. Therefore, any business activities are carefully monitored to ensure that they align with the stipulated law and the existing culture.
Communication is an important skill in any advertisement. Effective advertisement will depend on a top-notch communication skill (Patcher, 2013). Understanding the existing in Cuba as far as communication is concerned is of high importance. The official language is Spanish, although English is also used during communication. They consider it polite to speak a little Spanish when communicating. It is important to look directly upon the faces of those the intended communication is directed, looking away is considered rude (Smither, 2011). Normally an advertisement is supposed to be clear, precise and short
It is very important to know how to address women and men when advertising. It is highly recommended to use proper titles when addressing people of different gender. When an advisement is portraying anyone entering a room with a man and a woman, the man is greeted with a simple handshake with a smile and look in the eyes on the other hand women are greeted with a kiss on the cheek (Smither, 2011). Dressing can informally due to the climate conditions. This form of business culture in advertisement in Cuba is an expected and normal valuable culture.
An advertisement should not show any sign of aggression or anger (Smither, 2011). It should be warm and receptive with no form of suspicious expression that may cause eye brows to the existing government. It is very important not to use any language containing profanities, as that is considered very rude and a sign of poor education. When containing that, the people will not take it seriously and will not associate with the advertised goods or services. The language used is expected to be polite and humble.
It is strictly prohibited to portray any form of political suggestions in the advisement, due to the sensitive nature of the one party system of government. Hence, an advertisement should shun the use any pictures or videos depicting the military, the police and any form of guards. And to support this it is abhorred that any foreigner should criticize the government (Smither, 2011). Cubans may do this, but they will defend their country contrary to their beliefs should a foreigner criticize. Therefore, shunning away from any political idea in the advisement is a very important choice in advertising for any product and service.
These cultures are unique largely because of the political climate existing in Cuba. When conducting an advertisement or conducting any business related function in Cuba, it is very important to stay away from politics or show any form of political agenda. The Cuban people are polite individuals who respect and appreciate their state and culture. Proof or demonstrations of showing any positive significant implications to their environment, economic and social lives are an important factor.
References
Hirchkorn, J. (2014). Importance of cultural sensitivity to business customs.
Retrieved from, < http://www.telegraph.co.uk/sponsored/business/sme-home/business- tips/10607741/business-etiquette-cultural-sensitivity.html>
Kyra Sheahan. (2015). Importance of business etiquettes. Web, Retrieved from, <http://smallbusiness.chron.com/importance-business-etiquette-2900.html>
Patcher, B. (2013). The essentials of business etiquettes. New York, NY: Mc Graw Publishers
Smither, J. (2011). Negotiation practices and etiquettes in Cuba. Web. Retrieved from, <https://caribbean1.knoji.com/negotiation-practices-and-etiquette-in-cuba>