Trying to combat anti-U.S. sentiment abroad, a campaign is under way to give the "ugly American" a makeover and improve the manners of business travelers overseas.

Employees and executives of some big corporations who are bound for other countries will receive a "World Citizens Guide" brochure with 16 tips to improve the image of the U.S., such as trying to speak a little of foreign languages and refraining from too much talk of wealth, power, status or American pride. The program starts next month and will expand in the fall to include a one-day seminar.

"We are broadly seen throughout the world as an arrogant people, totally 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 Inc., a nonprofit organization that tries to get U.S. companies to work to improve the reputation of the U.S. in the world.

AMR Corp.'s American Airlines, Lowe's Cos. and Novell Inc. have all signed up for the program, the group says. Exxon Mobil Corp., Microsoft Corp., McDonald's Corp. and Weyerhaeuser Co. have officials on the board of Business for Diplomatic Action, and are expected to join the campaign, which is being funded by the National Business Travelers Association, a group of corporate travel managers. More than 40 large companies have been approached so far, according to NBTA, and about half expressed interest in participating.