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ShareNEW YORK: Shortly after the September 11 tragedy, US President George Bush expressed his regret that "people do not like us" in other parts of the world. Inspired by the statement, a top adman started looking for ways to polish the image of US citizens. That attempt has grown into a campaign to give the "ugly American" a makeover by improving the manners of business travellers.
Executives with big companies will be given a World Citizen's Guide when they travel abroad, the Wall Street Journal reported on Tuesday. In it are 16 tips that tell Americans how to become more likeable by talking less about wealth, power, status or American pride and talking more in foreign languages.
"We are seen as an arrogant, self-absorbed and loud," said Keith Reinhard, chairman emeritus of DDB Worldwide Inc, who is leading the effort through a group called Business for Diplomatic Action.
American Airlines, Lowe's and Novell have signed up for the programme. Exxon Mobil, Microsoft, McDonald's and Weyerhaeuser Company have officials on the board of Business for Diplomatic Action and are expected to join the campaign which is funded by the National Business Travelers Association. More than 40 large companies have expressed interest in the programme.
"The advice includes tried-and-true international travel suggestions, such as reminders that in Japan it is considered rude to look directly in the eye for more than a few seconds, and in Greece the hand-waving gesture commonly used in America for goodbye is considered an insult," said the daily. It added that plans to distribute the guide to all US passport holders and putting it on the government's website are under way.
It goes after stereotypical American traits such as boastfulness, loudness and speed. The guide urges travellers to eat slower, speak slower and move slower. "Tone down talk of religion, politics and national pride, as well as your voice," the pamphlet says.
Travellers are advised to "save the lectures for your kids," pointing out that anger, impatience and rudeness are universal turnoffs.
But the financial daily had the last word: "Of course, major US foreign-policy decisions and events like the Iraq war far outweigh manners when it comes to shaping the perception of Americans overseas."
