The Pentel case study exhibits a success case of a global firm's ability to incorporate cultural-specific values into an advertising campaign. Pentel used superstitious beliefs in the Thai culture to create the Write Your Own Luck campaign. The company launched a limited pen collection designed to be carried as lucky charms. Each pen version…

This article investigates the strategies web-writers develop when their audiences respond to them via textual participation. Focusing on three web-writers who want to "continue the conversation," this article identifies five major strategies to accomplish this aim: (a) editing after production, (b) quotation, (c) question posing, (d)…

The development of information and communication technologies has resulted in the emergence of new kinds of academic genres and literacies. The more recent social web applications empower learners to create online content in a collaborative way. This paper focuses on the use of wikis in the course of Effective Communication in English. It aims to…