I used this example for my Literature Review and I thought I must share it with all of you!

So ‘gesticulation’ is another significant factor when communicating with people from different culture. Just as one word or an expression can carry different meanings in different countries, hundreds of global advertising examples have proven the fact that gesticulations or body language differ from culture to culture.

In the United States, life-size Ronald McDonald statues with friendly hand waves can be seen in almost all stores. However, Ronald McDonalds in Thailand have both palms of their hands placed together as a sign of respect, which is how Thai people greet each other. By making this small change, McDonald’s mascot, Ronald McDonald has become truly Thai and truly local (Mueller 2004).



And since we are in the topic of McDonald’s, I want to add these two TV commercials from Japan.  I guess they’ve decided to let Ronald McDonald retire early. I personally think these TVCs are hilarious to the max :p