The TRAVELER'S JOURNAL: December eighth, giving gifts south of the border.

Latin Americans tend to be generous people who always appreciate demonstrations of thoughtfulness. Christmas has not been quite as commercialized south of the border, but both cards and simple presents are commonly exchanged during the holidays. Good gifts need not be expensive as much as well-chosen to recognize the tastes and interests of their recipient.

A token present is always in order when you visit someone's home: for a wife, a scarf, perfume, candy, flowers or kitchen item, and the latest, age- appropriate toy from the U.S. for the kids. Another good idea is to bring along items that may be hard to find or heavily taxed in that country. It's not considered gauche to ask a Latin American friend if you can bring something with you from the U.S. Also appreciated are items of North American artwork or even small appliances from the U.S.

Business gifts in Latin America aren't generally exchanged until a personal relationship has developed or negotiations are over. Otherwise, your appreciation may be mistaken for a bribe. Avoid gifts with company logos. They're considered cheap, unless of excellent quality. Other taboos: never give knives, handkerchiefs nor anything colored black, purple or associated with the number thirteen.

And a final caution for women. Be especially aware of the potential for misunderstanding that a gift to a man may create in these pre-dominantly machismo cultures.

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