Page 79 - Reading Between the Sign Intercultural Communication for Sign Language Interpreters

64 Reading Between the Signs

structure the lecture is separated from any questions or comments
from the audience. Sam, however, used the stories and examples
elicited from the audience members as threads with which he
wove a collective lecture.
Persuasion
How do we go about convincing others? Americans prefer expert
opinion, hard evidence, and facts that translate into numbers, sta-
tistics, percentages. We even like imaginary numbers such as pro-
jected yields and the 2.3 children that the average family is sup-
posed to have. We see no role for emotions in the thinking pro-
cess. Other cultures, such as those of France, Russia, or Latin
America, prefer deductive to inductive reasoning. In this more
abstract approach, they begin with a discussion of theory and
principles and put less emphasis on data and evidence. In addi-
tion to the inductive and deductive approaches, there is a third
one called relational thinking, which characterizes Chinese and
Japanese thought patterns. In this mode, one pays more attention
to context, relationships, and issues of group membership and
identity. The person’s experience of the event is the fact that mat-
ters, not the so-called objective fact in itself (Stewart and Bennett
42–44).
A particularly strong contrast with the American focus on ob-
jectivity is found in Arab culture, where one persuades not by
logical arguments and facts but through an emotional presenta-
tion that exploits the beauty and vividness of stories and analo-
gies. In terms of their speech mannerisms, Arabs shout when ex-
cited, for it signifies sincerity. They repeat themselves, exagger-
ate, and gesture a great deal. They quote as authorities the Prophet
or the Koran and often make use of oaths such as “I swear by
God….” Arabs utilize personalized arguments that may put per-
sonal pressure on the listeners to adopt their point of view, and
they view discussions as arenas in which to display their verbal
skills and personal charm (Nydell 44).
Advertisements are mini lessons in persuasion. Hall and Hall
contrast German, French, and American styles of attracting po-
tential buyers with their print ads. The low-context German shop-
pers rely on a recitation of the facts (which incidentally are moni-
tored for accuracy), so their ads are full of technical details, de-
scription, and analyses. French high-context culture expects shop-
pers to be already familiar with the product and so gives more

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