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This presentation explores the benefits of linguistic and cultural sensitivity to increase the effectiveness and acceptability of agricultural development projects. Two examples of well-intentioned development projects, which failed for lack of cultural understanding, are cited – one a small-scale project and the other a largescale project. The presentation also includes some suggestions for increasing the effectiveness of publicity materials.

Presenter: Dr. David Ross is president of the Graduate Institute of Applied Linguistics in Dallas, TX. He has had careers in civil engineering, Bible translation, and higher education administration, and has published scholarly papers in all three areas of service.

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