It is essential that people understand the potential problems of cross-cultural communication.

人们有必要去了解跨文化交流中存在的潜在问题。

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Advertisement language involves the problems of linguistic taboo and cross-cultural language speaker's psychology.

广告语言涉及了语言禁忌问题和跨文化语言人的心态问题。

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This article discusses these problems from the aspect of cultural negative transfer and appeals for cross cultural awareness to improve learners cross cultural communication competence.

本文试图从文化负迁移的角度来探析这些问题，提倡学习者自觉增强跨文化意识，以提高跨文化交际能力。

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But add to this, here, very significant cross-cultural management and staff issues, problems of distance, and regulatory systems that are often purposed to different ends, and you have a leadership challenge indeed for firms that venture down this path.

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