The causes of failed humour in intercultural communication

However, it soon became clear that No va in Spanish means “cannot move” [Moskovtsev 2009: 303]. We find a similar statement from another author [Porcescu: electronic resource]. True, this opinion is disputed by some researchers and connoisseurs of the Spanish language, who indicate that the pronunciation of this word and the phrase "no va" in Spanish is different, and, most likely, a native speaker of Spanish would say "no marcha", "no funciona" or No camina, not no va. Finally, the Mexican company Pemex owned (and owns) a network of popular Nova gas stations.Of course, advertising slogans should be created taking into account the evoked associations. For example, in Latin America, sales of tickets for American Airlines flights fell sharply, after, having installed genuine leather seats in the aircraft, the airline launched a large-scale advertising campaign “Fly in Leather!” ("Fly in the skin!"). In the United States, the call to "fly in leather" was understood correctly, but to Latin American passengers it literally sounded like an obscene proposal to "fly naked."In conclusion, we will cite two more cases of unsuccessful translation of slogans that evoked associations of a sexual and erotic nature.The Frank Purdue chicken company in the US uses the slogan It takes a strong man to make a tender chicken. Translated into Spanish, this phrase acquired a slightly different meaning: “For a chicken to become tender, you need a sexually aroused man” [Moskovtsev 2009: 304-305].Furniture giant IKEA has begun selling a new bed in Germany called Gutvik. “To the Germans, it sounded like good fuck to the British. I wonder if the name of the bed will be prophetic for its lucky owners?" [Moskovtsev 2009: 305].The above examples of promoting advertising products in foreign markets and translating trademarks and slogans into other languages ​​convince us that a text that makes residents of one country or region smile may cause confusion and even anger in others. Unintentionally induced cases of linguocultural shock can occur in a wide variety of areas of intercultural communication, including advertising. Funny and annoying incidents when promoting a product abroad quite often arise when advertisers underestimate the role of negative associations that the name of the advertised product evokes in a new environment, or do not guess about them, as well as when the translation is unsuccessful. Linguocultural shock and linguo-cultural humor can occur in general contexts and often accompany each other. As a rule, taboo topics related to genitals, sex and human physiology are played up.Ways of overcoming mistakes and incidents in intercultural communicationAccording to the conclusions made by the author in this work, the occurrence of communication failures is influenced by both linguistic and extralinguistic factors, and the latter determine the choice of the speaker of certain linguistic means.Linguistic factors that cause communication failure include:1. coding errors, wrong choice by the communicator of the message transmission code;2. the nature of the act of reference.Extra-linguistic factors leading to communicative failures - presupposition, communicative attitude of the speaker, distortion of the transmitted message, use of non-verbal communication components, mental phenomenon of "attention". [1, p.88]In addition, CNs are distinguished, generated by the property of the language, the ambiguity of linguistic units, differences in the code of the speaker and the listener, differences in the individual properties of the speaker, misunderstanding of the speaker's communicative intention, inadequate transmission of someone else's speech, ethnocentrism, pragmatic factors, ignoring one of the interlocutors of the pragmatic component in the semantics of a word, violation of stereotypical connections between categories of meanings, the presence of stereotypes of speech behavior and thinking.To illustrate the above conclusions, I will give an example, namely, a political anecdote as a source of communication failures due to the lack of background knowledge and misunderstanding of the speaker's communicative intention by the listeners. So:The American President calls the Soviet (Russian) leader and says that America has 10 more missiles with nuclear warheads and thus the United States has taken the lead in the arms race. The Soviet (Russian) leader is horrified, but then he is told that another 20 missiles were accidentally found somewhere in the taiga. A very contented Soviet leader exclaims: "As long as we have such a mess, we are invincible!"As we can see, communicative failure can be caused not only by the lack of general background knowledge of the participants in the communicative act, but also by different political views of the narrator and listener. Perhaps the speaker did not even think about a possible misunderstanding on the part of the listener, since for himself his message is extremely clear and understandable, and even funny. Telling an anecdote "alien" to the listener of ideological orientation instead of laughter can not only lead to CC, but even cause a conflict situation. [1, p.67].So, based on the analysis of the sources devoted to the theory and practice of the study of intercultural communication and the causes of CI in MCO, I came to the following conclusions, which I tried to present in the form of advice to communicants:1. In the process of intercultural communication, it is necessary to form a positive attitude towards a partner, since a negative human attitude entails an imbalance in the perception of a foreign culture. As a result, the speaker's culture may be rejected by the listener or misunderstood. At the initial stage of communication with representatives of a foreign culture, it is necessary to speak clearly and slowly, to avoid the use of idioms, anecdotes, culturally specific words and expressions, abbreviations. All your efforts will be rewarded with a successful act of communication.2. In the process of intercultural communication, be ready and open to learning a new = alien (we put an equal sign) culture, since the psychological stiffness of the speaker and / or listener levels the successful perception of intercultural differences.3. Learn to see and hear the communication context, which also carries a great semantic load. Since we give and receive information both on a verbal and non-verbal level (gestures, looks, tactile sensations, etc.), ignoring this component of communication will certainly lead, unfortunately, to CN. Of course, the decoding of messages by representatives of different cultures takes place in different ways, but overcoming the main difficulties will make communication fruitful.4. Advice from the point of view of the psychology of communication: overcoming ethnocentrism, which is one of the main reasons for CS in MCO. We often meet people who feel some kind of superiority over others, therefore, their egocentrism can be transferred to ethnocentrism, as a result of which they may not be ready and / or unable to understand and appreciate not only their IWC partner, but also cultural values. representatives of other nations. Ego- and ethnocentrism also becomes the cause of CC in MCO.5. The listener should strive to correctly interpret the communicative intentions of the speaker. On the example of the given political anecdote, we are clearly convinced of this statement.6. Strive to create common background knowledge in the communication process. If the act of communication is primary, make sure that your interlocutor has the same knowledge as you, be it general cultural, psychological, political, etc., otherwise communication failure cannot be avoided.7. It is necessary to master a set of communication tools and be able to choose them correctly depending on the communication situation and on the choice of the interlocutor (tone, style, theme, etc.). Remember the fact that in every culture there are a certain number of off-limits topics. In the Western communicative tradition, topics about a person's physical condition, past illnesses, the interlocutor's salary, the sources of his earnings, as a rule, are closed. Remember this and try to take this fact into account in the MCO process.8. Be open to new contacts and communication with new interlocutors, you should not consider the concept of "new" as a synonym for "someone else". If the participants in communication are tolerant towards each other and towards the act of communication, they will certainly be successful.ConclusionThus, the following conclusions can be drawn.The general picture of the types of misunderstanding of English humor by Russian respondents is as follows: of the jokes we have translated from English into Russian, interpretations of anecdotes based on wordplay or containing the realities of the British way of life are fundamentally not available as material for testing the reaction. Jokes based on universal values ​​are perceived with full understanding. Difficulties among Russian respondents in interpreting English humor boiled down to the following typical answers: 'insipid joke', 'someone else's way of life, we don't care', 'I understand the meaning of the anecdote, but it does not cause laughter'. A very frequent reaction of the respondents (28%) was surprise: why is the English joke so long? (‘Sounds like a Dickens story’). Much shorter anecdotes are accepted in Russian culture. In this regard, interpreting the results obtained, we can conclude that the distribution of humorous texts stored as integral formations in the memory of the British and the Russians is probably different: the British prefer situational humor, they are ready for a humorous situation of an unpredictable order, they are ready to joke , communicate with a smile in a situation when Russians are not yet ready for such a tone of communication. In this connection, we note that a smile on the face of an Englishman appears in a situation of uncertainty much more often than on the face of the inhabitants of Russia [cf. analysis of the semiotics of a smile in Russian communicative behavior: Sternin 2000]. The British also have short jokes, in particular, the so-called knock-knock jokes, but their sphere of use is much narrower than the sphere of using Russian jokes, which are told in campaigns both for the occasion, this is their primary function, and for general fun when people tell jokes as news (typical phrase: "Have you heard a new anecdote?"). It is no coincidence that in the Russian linguistic consciousness there is a concept of a specific situation of telling anecdotes - ‘poisoning anecdotes’, i.e. in the company to tell anecdote after anecdote without any connection with the situation. It can be communication in a train compartment, when meeting well-known and little-known people. In other words, an anecdote in Russian communicative behavior is the key to switching the tone from serious to funny. We can say that for many bearers of Russian culture, the mood for a funny tonality in a serious communication situation, deliberately turning the conditions of communication, is the norm: many speeches of the famous satirist Mikhail Zadornovare based on this technique.The general picture of the lack of understanding by the British of Russian anecdotes is as follows: jokes based on play on words and our realities are absolutely incomprehensible, universal jokes are quite understandable (as a rule, on the topic of relations between men and women, between bosses and subordinates, situations of various traps and rallies). It turns out that anecdotes related to the value differences between Russian and English cultures, for example, the attitude to the concepts ‘law’, ‘causality’, ‘collectivism’, turn out to be incomprehensible. 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