GEC 003

PURPOSIVE
COMMUNICATION

FIRST SEMESTER, A.Y. 2021-2022

MARIJANE B. ACOSTA, MAED

INSTRUCTOR

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 Module 3
Third Week
Communication in Multicultural Contexts

INTRODUCTION

Living in a globalized world, you encounter people with diverse cultural

backgrounds. Such interactions occur in social, educational, political, and commercial
settings. Hence, in today’s era of increased global communication, it is imperative to
understand intercultural communication for you to enhance your intercultural
awareness and competence. Intercultural competence is essential for us to live
harmoniously despite our differences in culture.

MODULE 3

I. LEARNING OUTCOMES:

At the end of module 3, you are expected to:

1. determine situation, which display effective communication in multicultural context;
2. explain culturally appropriate terms, expressions, and images;
3. write about various and intercultural communication modes and issues;
4. increase cultural and intercultural awareness and sensitivity in the communication of
ideas; and
5. reflect on a learning experience.

II. TOPICS
Module 3 – Communication in Multicultural Contexts

 Intercultural Communication Skills

 Developmental Model of Cultural Sensitivity

III. WARM-UP
 Read the article “Cultural Blunders: Brands Gone Wrong”

Mike Fromowitz 
Oct 7, 2013

Cultural blunders: Brands gone wrong

Everyone makes mistakes. Even marketers. But it’s especially entertaining when we hear of big brands
making them.

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Marketers create more brand blunders than one would think, and these blunders can cause brands a lot
of harm. Some of them, if they are lucky, escape with just a touch of public ridicule and shaming.
Oftentimes, the advertising, marketing, and PR agencies come out unscathed, but the brand can
sometimes take years to recover.

Attempts to create globally consumed brands, or regionally consumed brands throughout AsiaPac, have
proved challenging. Changing a product to cater for local needs or tastes risks destroying the qualities
that made the brand desirable when it was first created. Keeping a brand’s heritage intact when it
enters a new market is likely to mean that marketers need to retain characteristics that root it in the
culture it came from.

However, some brand marketers seem to think that they can convince overseas consumers that their
products and services transcend cultural barriers. Wrong.

To prove my point, I’ve gathered a list of marketing blunders made by some of the biggest and most
loved brands. All of these campaigns surely had thousands if not millions of dollars into them, yet the
companies couldn’t take the time or money to check translations or research the culture nuances. Poor
sense, poor taste, poor judgement, ignorance, and above all, laziness can all be blamed. This just shows
how important it is to research before thinking your brands and advertising campaigns can work in any
international market.

When Gerber, a Nestle owned purveyor of baby foods first started selling their
baby food in Africa, they used the same packaging as in the USA – with the cute baby
on the label. Later they found out that in Africa companies routinely put pictures on
the label of what is inside the package, since most people cannot read.

When Coca-Cola entered the China market, they named their product something
that when pronounced, sounded like, “Coca-Cola”. The only problem was that the
characters used meant “Bite the Wax Tadpole”. When they learned of their blunder,
they later changed to a set of characters that mean “Happiness in the Mouth”. [Coca-
Cola claims this famous blunder was made not by the company itself, but by  retailers
in China. -Ed.]

When Vicks first introduced its cough drops in the German market, they were
chagrined to learn that the German pronunciation of “v” is “f” which in Germany is the
guttural equivalent of “sexual penetration”.

When Puffs tissues tried to introduce its product, they were quick to learn that “Puff” in
German is a colloquial term for a whorehouse. The CMO behind that brand must have
been sleeping.

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In the mid-1990s, people everywhere were still discovering the joy of home computers. Japanese
engineers at Panasonic were way ahead of the curve, and in 1996  they
developed a touch screen PC for the home market. They decided to
market the product aggressively in the US using a mascot called Woody.
At the time, the American created Woody Woodpecker cartoon
character was apparently huge in 1990s Japan.

After securing the rights to use Mr. Woodpecker and conducting an amount of research so infinitesimal
that marketers are still studying it today, Panasonic proudly dubbed their new touchscreen computer
"The Woody", not knowing that “wood” is American slang meaning “hard penis”. But wait, it gets better
—to truly set their touch screen capability apart from the competition, Panasonic named the feature
"Touch Woody.

"Things went south from there. Panasonic had no clue that anything was wrong with the slogan until the
day before the ads were set to launch, when an American staff member informed them of the sexual
slang connotations. As a result of this mistake, its highly innovative product was a failure and the
campaign became infamous.

Colgate introduced a toothpaste in France called “Cue”, the name of a notorious

porno magazine.

FIAT released an ad in Italy in which actor Richard Gere drives a Lancia Delta from
Hollywood to Tibet. Gere is hated in China for being an outspoken supporter of the
Dalai Lama – there was a huge on-line uproar on Chinese message boards commenting
that they would never buy a FIAT car.

When Pepsi expanded their market to China, they launched with the slogan,
"Pepsi brings you back to life." What they didn’t realize is that the phrase
translated to “Pepsi brings your ancestors back from the grave.” This may seem
like a pretty funny mistake ... but to Pepsi this was a huge mistake, especially
when you're trying to build a brand on a global level. Yipes!

In Italy, a campaign for Schweppes Tonic Water translated the name into “Schweppes
Toilet Water”

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 In Chinese, the Kentucky Fried Chicken slogan “finger-lickin’ good” came out as “Eat
your fingers off”.

That wasn’t KFC’s only blunder. In the mid-1980’s when the brand launched their first
store in Hong Kong, they used chickens raised and fed in China. The Chinese feed
their chickens fish—so the taste was not the same as America’s KFC. The company
closed their store and did not re-open until ten years later.

When Parker Pen marketed a ballpoint pen in Mexico, its ads were supposed to have
read “It won’t leak in your pocket and embarrass you”. Instead, the company thought
that the word “embarazar” (to impregnate) meant to embarrass, so the ad read: “It
won’t leak in your pocket and make you pregnant”. This is a strong example of how
companies should heavily research translation before launching their brands
internationally. It would have taken only minutes for a professional translator to verify
the correct translation of the line in question. But wait, that’s not all. Once again in South America,
Parker Pens released a pen named  ”The Jotter” which is slang for ‘jockstrap’. Marketers should note this
warning: using internet translators for international ad campaigns is not suggested.

In Spain, when Coors Brewing Company translated its slogan “Turn it loose” into
Spanish, it read as: “Suffer from diarrhea”. 

The hair products company, Clairol, introduced the “Mist Stick” – a curling iron – into Germany, only to
find out that “mist” is slang for manure. Not too many people had use for the manure stick.

The American slogan for Salem cigarettes, “Salem - Feeling Free” was translated into the Japanese
market as “When smoking Salem, you will feel so refreshed that your mind seems to be free and
empty.”

Pepsi Cola lost its dominant market share to Coke in South East Asia when Pepsi
changed the color of its vending machines and coolers from deep “Regal” blue to
light “Ice” blue as light blue is associated with death and mourning in their region.

IKEA launched its fifth largest superstore in Bangkok. Many Scandinavian

names for products have different meanings. “Redalen”, a town in
Norway after which a bed sold by the Swedish furniture chain is named,
sounds similar to a sex act in Thailand. Terms like “jattebra” which is the
name of a plant pot, sounds like a crude Thai term for sex. IKEA had hired locals to scrutinize product
names to see how they sounded in Thai before translating them into a Thailand’s cursive sans script

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alphabet. In some cases they changed a vowel sound or a consonant to prevent unfortunate
misunderstandings.

Managers at one American company were startled when they discovered that the
brand name of the cooking oil they were marketing in a Latin American country
translated into Spanish as "Jackass Oil."

Even companies as big and as smart as Proctor and Gamble can make brand
blunders when cultural differences are not researched beforehand. Proctor &
Gamble used a television commercial in Japan that was popular in Europe. The
ad showed a woman bathing, her husband entering the bathroom and touching
her. The Japanese considered this ad an invasion of privacy, inappropriate
behavior, and in very poor taste.

In conclusion

Culture affects everything we do. The cultural values underpinning a society must be analysed carefully.
What are the religions practised by the majority of the people? Is the society individualist or is it
collectivist?  Is there any dominant political ideology? Or economic ideology? All of these, and more, will
impact a brand launch if left unexamined.

There is an important aspect of advertising in foreign markets—that being, the culture and cultural
symbols of the target market are of critical importance. When creating communications, we are taught
first and foremost to know our audience. Who our audience is will be essential to choosing the type of
creative (language, visuals, media etc.) we use to make our messaging relevant and appealing. As brands
go international—in some cases as we have seen above—brand managers can forget that simple truth.
That is, know your market. Cross cultural marketing is simply about using common sense and analysing
how the different elements of a brand are impacted by culture and modifying them to best speak to
their target audience. 

Many international companies have had problems with expanding their brands worldwide because they
have failed to put in the research and effort necessary to understand the culture. This has lead to several
failed brands, to offended consumers, and to the loss of millions of dollars that comes with having to
start all over again.
 
Source:  Campaign Asia-Pacific

 Discuss your answers to the following questions:

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 a. What are examples of cultural blunders?
b. What do you thinks are the causes of these blunders?
c. How do you think blunders affect communication?
d. What are the ways to avoid these blunders

Self-Audit
After completing the warm-up activity, tick the column that best describes your ability to
communicate in multicultural contexts. Answer this section objectively as possible. Bear in mind
that there are no wrong answers. You can base your answers to this self-audit task on your
warm-up performance.

Usually Sometimes Seldom Never

3 2 1 0
1. I am culturally-sensitive, polite, tactful, and respectful in
my written speech and non-verbal communication.
2. I avoid gender-biased language.
3. I communicate to share information across language
cultures.
4. I don’t stereotype or generalize certain group.
5. I listen attentively when other are speaking.
6. I observe physical space or distance.
7. I respect person’s right to privacy and confidentiality.
8. I show consideration.
9. I show genuine interest in engaging and participating
local language and culture.
10. I make positive interpretations with the words and
actions of other people.
TOTAL
GRAND TOTAL

Now that you have completed the self-audit, consult the table below to identify your ability to
communicate in multicultural contexts. You may share the results with your family and classmates and
remember them as you participate in the succeeding activities.

Interpretation:

Score Level of Proficiency

28-30 Advanced
25-27 Proficient
23-24 Approaching to Proficiency
21-22 Developing
20 and below Beginning

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IV.INTERACTION
With the emergence of a global society, the academic and professional environments have
become multicultural. That means you coexist with people from diverse or different cultural
background, beliefs, religion, gender, nationalities, and ethnicity.
Your verbal communication is always accompanied by non-verbal cues such as gestures, facial
expressions, and other body movements that add to what you are saying in different ways. For
example, it is very normal for Americans to shake hands as a form of greetings but not for the
Japanese who bow when they greet each other. Another is “nodding” to mean “yes” in some
nationalities like Indians, and Latin Americans, but in other countries like Syria, Turkey, and
Greece “nodding” means “no”. Indeed, when you communicate in a multicultural context, it is
essential for you to learn, acknowledge, and understand the various communication and
behavioral patterns present in other cultures locally and globally. (Barrot & Sipacio, 2018)

THE DEVELOPMENTAL MODEL OF CULTURAL SENSITIVITY

According to Bennett Bennett (2004), the developmental model of intercultural sensitivity
( DMIS) has six stages which are as follows:
1. Denial- The individual does not recognize cultural differences.
2. Defense- The individual recognizes some differences, but sees them as negative.
3. Minimization- The individual is unaware of projection of own cultural values and
sees own values as superior.
4. Acceptance- The individual shifts perspectives to understand that the same
“ordinary” behavior can have different meanings in different cultures.
5. Adaptation- The individual can evaluate other’s behavior from their frame of
reference and can adapt behavior to fit the norms of a different culture.
6. Integration- The individual can shift frame of reference and also deal with resulting
identity issues.

https://slideplayer.com/slide/6375821/s
Once you have understood these stages, you may utilize a model which will help you
(1) recognize different communication behaviors, (2) take into account what can
influence these types of behavior, and (3) analyze differences between linguistic and
cultural communities.

INTERCULTURAL COMMUNICATION SKILLS

When you interact, negotiate or convey information in a multicultural setting, you apply your
intercultural communication skills. Simply, intercultural communication is the sending and
receiving of information, ideas, or messages across languages and cultures. According to. Vulpe,
Kealey, Protheroe,and Macdonald Vulpe (2001) of the Centre for Intercultural Learning, one of

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the major competencies of an intercultural effective person is intercultural communication,
whose core skills include the following;

 Ability to express understandable and culturally sensitive thoughts, feelings, opinions

and expectations.
 Ability to engage and immerse in the local culture and language.
 Ability to established shared meanings with the local people to avoid stereotyping and
miscommunication.
 Ability to develop a language capacity such as using local greetings and opportunities to
use the local language in other contexts.
 Ability to empathize with how the locals see the world.

Intercultural communication skills therefore, are those required to communicate, or share

information, with people from other cultures and social groups. While language skills may be an
important part of intercultural communication, they are by no means the only requirement.
Intercultural communication also requires an understanding that different cultures have
different customs, standards, social mores, and even thought patterns. Finally, good
intercultural communication skills require a willingness to accept these differences and adapt to
them.

Once you have developed this knowledge and understanding, you can start to apply it to your
communications across cultures and even languages.
Some useful starting points may be:

 Demonstrate your willingness to meet others at least halfway by learning a

few phrases in their language.

This is easy if you know that you’re going on holiday somewhere, but it’s also important
for expatriate assignments and other business trips. A few phrases, even if it’s only ‘Good
morning’, ‘good evening’, and ‘thank you’, will go a long way.

There are plenty of free language resources available on the internet so there is no excuse
for ignorance.

 Talk to people who know the culture about common traps and problems.

Before you go, find people who know the region to which you’re travelling, and ask their
advice. Ask your co-workers what people commonly do that’s just ‘wrong’, or what
problems they have encountered, and learn from it. Listen carefully to their answers,
including what they don’t say, as this can tell you a lot.

 Adapt your behavior, and don’t always expect others to adapt to you

This includes not being offended if someone unwittingly does something that you find
difficult to accept. You don’t have to accept it, but it’s best to explain politely why you
find it hard, not just go off in a sulk.

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  Check your understanding and that of others

The best way to avoid misunderstandings is to listen carefully and check understanding
regularly in the course of a conversation. Ask questions to make sure that you have
understood, and ask others to recap what you have said to ensure that they have
understood you..

 Don’t be afraid to apologize.

You can usually see quite quickly if you have caused offence. The fastest way to manage
that is to apologize, and ask what it was that you did. A confession of total ignorance will
often go a long way to mitigate offence. Ignoring it will just offend further.

 Use local television to learn about behavioral issues and norms

You wouldn’t want to rely on television dramas as your only source of information, but
they can provide useful insights. In the UK, for instance, Coronation Street or East
Enders could give you an idea of what’s considered acceptable and unacceptable
behavior. Comedies are perhaps less reliable as they often use communication difficulties
to generate laughs.

 Reflect on your experience

As with so many aspects of life, a little reflection about your experience can help you to
put it in context, especially if you are able to discuss it with someone else in a similar
position.

(Skills You Need, 2020)

10 Tips for Improving Your Intercultural Communication Skills

How can you improve intercultural communications?

There are a number of strategies that can be used to better understand and improve
intercultural communications. And, while it depends on the situation and what component of
culture you are dealing with, the guidelines listed below can be used to help in any cross-cultural
situation to make sure your message and intention is clear, and that you understand what others
are saying. 

Tips for Achieving Successful Intercultural Communications:

1. Do your homework.

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If you know ahead of time who you will be speaking with or what country you will be visiting, it
makes sense to research cultural norms and standards, and communication methods for that
particular place. Do not walk into the situation unprepared if you can avoid it.

2. Ask.

It might be uncomfortable for you and the person you are asking, but by showing your
willingness to ask when you don't understand or when you lack the cultural knowledge
necessary to avoid cultural faux paux, you are demonstrating your willingness to learn more
about a new culture and the prevailing communication norms instead of rushing through
unaware.

3. Accept that you'll commit errors.

Even with all the research you're going to do and the questions you're going to ask, you will still
make mistakes. Don't take it personally, rather do your best to be self-aware, actively learn from
your mistake and apologize if you offend anyone or cross boundaries. Mistakes will always
happen; the problem begins when you don't use a mistake as an opportunity to learn to avoid
the same issues in the future.

4. Avoid colloquialisms, jokes, and idioms.

Humor is culture oriented and until you have spent significant months or years learning it, jokes
should be avoided as it can be easy to offend or belittle, and in professional situations that can
spell disaster. Idioms should be avoided for a different reason, and that is that they vary greatly
by culture and often aren't translatable. In Colombia, "Hacemos la vaca" means to collect money
to buy something together. It has no literal meaning and if you weren't with someone who could
explain, you would be very confused as to why people were making a cow.

5. Practice actively listening and observing.

Listening is a highly regarded skill. When communicating with others from another culture, it is
incredibly important to actively pay attention and listen to what people are telling you. Listening
can help you understand that there isn't one right way to conduct interactions. Additionally,
varying viewpoints or ideas might contradict your own, but you'll still need to listen respectfully.

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6. Repeat or confirm what you think was being said.

It can be helpful to repeat or confirm what you believe to have been the objective of the
conversation. This process will help you avoid misunderstandings, especially when speaking
different languages. Write it out if you have to, but make sure you align
everyone's understanding before moving forward.

7. Don't ask yes or no questions.

Instead, use open-ended questions to avoid confusion. With open-ended questions, the person
with whom you are interacting must explain or clearly outline their point, making it easier to
understand their response and the context surrounding it.

8. Pay attention to nonverbal communication.

Communication is also extremely nonverbal. Pay attention to nonverbal cues such as intonation,
eye contact, and posture. Observe how people conduct interactions with others from their same
culture and follow their lead. Certain cultures avoid strong eye contact when speaking, so you'll
make someone highly uncomfortable if you are trying to force strong eye contact they are not
used to doing the same.

9. Speak slowly and clearly.

This will help you avoid mistakes and seeming nervous. Speaking slowly and clearly is often
interpreted as being confident. Additionally, taking time to think before you speak can help you
to avoid communication issues and words you might regret later.

10. Take a deep breath and enjoy it!

It can be a challenge to communicate effectively with people from other cultures, and you are
bound to find people with whom you can communicate more effectively and more enjoyably
than others. Remember, that the whole process is a lifelong lesson in empathy, understanding,
and self-awareness which can translate to vastly improved professional and personal
interactions and successes beyond just intercultural communications. So, take a deep breath and
start communicating! 

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(PSL Corp., 2020)

Comprehension Check
Now, I would like you to think about this. Write EF on the blank if the statement displays
effective communication in a multicultural setting: otherwise, writes IE.
___ 1. I address people with their first name.

___ 2. I ask politely for clarifications from people when necessary.

___ 3. I deal with facts and practical skills and attitudes we need to succeed in a global cultural
world.

___ 4. I don’t obey most of the rules in school.

___ 5. I listen to what my team members have to say.

___ 6. I pretend I like certain food or music just to build relationship.

___ 7. I shout to be heard and understood.

___ 8. I think women are not excellent drivers.

___ 9. When I’m new in an academic or professional setting, I always exude positive vibes.

___ 10. When the person I am talking to is quiet, I think the person is stupid.

Tasks

1. Write a narrative essay about communication modes or issues. In your essay, you can
choose either communication modes or communication issues as your topic.
2. Look for and read articles on various cultural and intercultural modes of communication
(e. g, words and gestures used in Philippines and other regions to convey ideas and
information.) and/or issues in communication (e. g, Filipinisms/Filipinoisms, World
Englishes , Philippine English, politically correct terms, etc.)
3. Use these articles to gain and support ideas. You can also support your ideas with your
personal experiences and observation

RUBRIC FOR NARRATIVE ESSAY

VGE GE SE LE N

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 (5) (4) (3) (2) (1)
1. The topic is appropriate and
relevant.
2. The purpose is clear and well-
defined.
3. The paper is organized.
4. The paper has an effective
beginning.
5. The paper has a clear message.
6. The paper has sufficient
supporting details such as
relevant data or examples.
7. Sources used are documented
properly.
8. The paper has an effective
ending.
9. Grammar is accurate; mechanics
are correct; choice of words is
appropriate.
10. The format is correct
TOTAL
GRAND TOTAL /50

Legend:
VGE-To a very great extent;
GE-To a great extent;
SE- To some extent;
LE- To a little extent;
N-Not at all

V. INTEGRATION /REFLECTION

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 Reflect on the learning that you gained from this lesson by completing the given chart.

What were your misconceptions about What new or additional learning have you
the topic prior to taking up this lesson? gained from this lesson in terms of skills,
content, and attitude?
I thought… I learned that…

VI. SUMMARY:

In this lesson, you learned how effective communication in a multicultural world is

relevant in facilitating more purposeful and respectful understanding of each other
regardless of gender, age, culture, and ethnicity.
.

VII. REFERENCES:

Book

 Barrot,J. & Sipacio, P. (2018). Purposive Communication in the 21st Century. Quezon city:
C&E Publishing,Inc.

Websites/Links

 Cultural blunders: Brands gone wrong. (2013) Retrived from

http://campaignasia.com/article/cultural-blunders-brands-gone-wrong/426043
 D ev el op m e nt a l Mo de l o f C ul tu ra l S en s it iv it y. (2 0 1 5) Re tr ie v e d f r om
https://slideplayer.com/slide/6375821/s
 I nt er cu lt ur a l C o m m un ic at io n S k i ll s . ( 20 11 - 20 20 ) Re tr ie v e d f r om
https://www.skillsyouneed.com/ips/intercultural-
communication.html#:~:text=Intercultural%20communication%20skills%20are
%20those,no%20means%20the%20only%20requirement.

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Name________________________ Course/Year & Section____________

Module 3

WARM-UP A CTIVITY:
 Read the article “Cultural Blunders: Brands Gone Wrong”
(http://campaignasia.com/article/cultural-blunders-brands-gone-wrong/426043)
 Discuss your answers to the following questions:
a. What are examples of cultural blunders?

__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
_______________________________________________________________
b. What do you thinks are the causes of these blunders?

__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
_______________________________________________________________
c. How do you think blunders affect communication?

__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
__________________________________________________________________
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d. What are the ways to avoid these blunders?

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SELF- AUDIT;

Usually Sometimes Seldom Never

3 2 1 0
1. I am culturally-sensitive, polite, tactful, and respectful in my
written speech and non-verbal communication.
2. I avoid gender-biased language.
3. I communicate to share information across language cultures.
4. I don’t stereotype or generalize certain group.
5. I listen attentively when other are speaking.
6. I observe physical space or distance.
7. I respect person’s right to privacy and confidentiality.
8. I show consideration.
9. I show genuine interest in engaging and participating local
language and culture.
10. I make positive interpretations with the words and actions of
other people.
TOTAL
GRAND TOTAL

COMPREHENSION CHECK :
Write EF on the blank if the statement displays effective communication in a multicultural
setting: otherwise, writes IE.
___ 1. I address people with their first name.
___ 2. I ask politely for clarifications from people when necessary.
___ 3. I deal with facts and practical skills and attitudes we need to succeed in a global cultural
world.
___ 4. I don’t obey most of the rules in school.
___ 5. I listen to what my team members have to say.
___ 6. I pretend I like certain food or music just to build relationship.
___ 7. I shout to be heard and understood.
___ 8. I think women are not excellent drivers.
___ 9. When I’m new in an academic or professional setting, I always exude positive vibes.
___ 10. When the person I am talking to is quiet, I think the person is stupid.

TASK:

Narrative Essay on Communication Modes/Issues

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INTEGRATION/REFLECTION:

Reflect on the learning that you gained from this lesson by completing the given chart.

What were your misconceptions about What new or additional learning have you
the topic prior to taking up this lesson? gained from this lesson in terms of skills,
content, and attitude?
I thought… I learned that…

THIS MODULE IS FOR THE EXCLUSIVE USE OF THE UNIVERSITY OF LA SALETTE, INC. ANY FORM OF
REPRODUCTION, DISTRIBUTION, UPLOADING, OR POSTING ONLINE IN ANY FORM OR BY ANY MEANS
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WITHOUT THE WRITTEN PERMISSION OF THE UNIVERSITY IS STRICTLY PROHIBITED.
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THIS MODULE IS FOR THE EXCLUSIVE USE OF THE UNIVERSITY OF LA SALETTE, INC. ANY FORM OF
REPRODUCTION, DISTRIBUTION, UPLOADING, OR POSTING ONLINE IN ANY FORM OR BY ANY MEANS
1
WITHOUT THE WRITTEN PERMISSION OF THE UNIVERSITY IS STRICTLY PROHIBITED.
9