Culture Aspect 1 Language is a conventional spoken or written symbol and how human beings express and communicate themselves (Crystal and Robert EDED). With the uprising globalisation, multinational companies adapt their communication marketing to suit the local market when they venture into other countries. Many companies use the \"Think globally, act locally" approach. using a global advertising strategy to execute and tailor to make it locally relevant to the consumers (Wind, Sthanunathan and Malcolm 2013). Although global standardisation provides a lower cost and stronger brand identity, it lacks sensibility towards the local consumers. While on the contrary, translating the standardised messages into difierent languages for each country is a more cost eective solution. It helps to lit in well with the local market (Martin 2019}