A multinational pharmaceutical company used a saffron trident in a promotional campaign for one of its drugs in India. The saffron trident, a religious symbol in India, was meant to indicate the three levels of efficacy of the drug but mistakenly conveyed a religious message to Indians. This miscommunication indicates a problem associated with which step of the international communications process?

Question

Quizplus · Accepted Answer

The problem lies in the encoding step, where the company failed to consider the cultural and religious connotations of the saffron trident in India, leading to a misinterpretation of the intended message.

A Multinational Pharmaceutical Company Used a Saffron Trident in a Promotional