For International Design I remember the first time my roommate's girlfriend winked at me while her boyfriend was not looking. Being in the United States, which is a different culture from my native India, I was not sure what to make out of the wink. Such differences are examples of how the meaning of gestures can vary from country to country, even region to region. While these may seem to relate only to verbal communication and body language, they are relevant to Web design. Design is communication, and so is the content on a Website.
Language is communication, but the idiom can vary from region to region.
Don't confuse apple pie with rice pudding. What seems a clever phrase in one country can mean something dramatically different in another. It was a national ad campaign that used celebrity endorsement. Imagine the possible faux pas. If you think that ad banner that you have created with a clever phrase will attract a million eyeballs, make sure you have chosen your words carefully, keeping a global audience in mind.