Introducing …

The 1970’s Chevy Nova never sold well in Spanish-speaking countries! Why, you may ask? No va means ‘it doesn’t go’ in Spanish (not such a good message for a car!)

Solution: The ‘Mist Stick’

Braniff Airlines ‘Fly in leather’ slogan

Problem!! ‘Fly in leather’ translated into Spanish for the International customers, is ‘Fly naked’

‘Pepsi Bring You Back to Life’

However, ‘Pepsi brings you back to life’ translated into Chinese ( a huge customer base!) means ‘Pepsi brings your ancestors back from the grave’

Having a working knowledge and understanding of social science would prevent some social mistakes like these, especially understanding in the field of Anthropology, Psychology and Sociology

Social science is the study of people, their actions and customs in relationships to others

Social science includes the disciples of: Anthropology Psychology Sociology Economics Geography History Political science Religion And others

Anthropology The study of the lives and culture of human beings throughout the world Culture – the abilities, ideas, & behaviours people have acquired to become members of society

Psychology The study of people’s feelings, thoughts & personality development

Sociology The systematic study of human social life, groups, & societies

‘I am’ statements

Batman Returns article ory/2012/07/20/denver-shooting- movie-premiere.html

Anthropological Perspectives The Question: What were the values of the culture in which the shooter grew up? The Assumptions: There are factors in the American culture in general, and in the ‘subculture’ of the ‘superhero’ world, and perhaps in the university world that encouraged the violent behaviour

The Explanation: Powerful images of violence are widespread in American culture (media, sports, video games). Reality is sometimes misperceived as fantasy (media). Power (weapons = power) is admired. Other possibilities?

Psychological Perspective The Question: What factors in the shooter’s personality led him to commit this crime? The Assumption: An individual’s personality is moulded by a combination of biological factors (inherited traits from genetics) and prior experiences.

The Explanation: The shooter was known to have been seeing the university psychologist for mental illness. Other possibilities?

Sociological Perspective The Question: What common factors are there in the lives of people who have gone on shooting sprees in public places? The Assumption: An individual’s acts can only be understood when they are compared with the acts of similar individuals. (copy cat crimes)

The Explanation: In recent years there have been other shootings in public places; the shooters had similar traits – mental illness, frustration Other possibilities?