In the advertising industry, selling products is the most important goal. Now that messages can go around the world at high speed, the world is becoming smaller and products can be sold everywhere. But it is also true that the problems of international advertising - problems of language and culture - have become larger than ever. For example, Braniff Airlines wanted to advertise its fine seats. But when its advertisement was translated from English into Spanish, it told people that they could fly without wearing clothes! Another bad translation was when the Chevrolet automobile company tried to market the Chevy Nova car in Latin America. In English, the word "nova" refers to a star. But in Spanish, it means "doesn't go". Would you buy a car with this name?
To avoid problems in translation, most advertising firms are now writing completely new ads. In writing new ads, international advertisers must choose different methods of advertising for different countries. In some countries, an advertisement usually gives a description of the product and explains why it is better than others. This is true in the United States, Britain, and Germany. But in Japan, the message is based more on situations and feelings than it does on words. For this reason, many television advertisements broadcast in Japan show people at a party, picnic, or in some other pleasant situations. They will not say that a product is better than others. Instead, the goal will be to create a good feeling about the product.
International advertisers must also consider differences in laws and customs. For instance, certain countries will not allow TV advertisements on Sunday, and others will not allow them for children's products on any day. In some parts of the world, certain types of clothing can't be shown on television. The world advertiser who does not understand such laws and customs will soon have problems.
Finally, there is the choice of what to advertise. People around the world have different likes and dislikes. So the best advertisement in the world means nothing if the product is not suitable for the market. Companies such as McDonald's have found that it is very important to sell different products in different places. So when you go to a McDonald's in Hawaii, you'll find Chinese food provided on the menu. If you stop at a McDonald's in Germany, you can order a beer with your meal. In Malaysia, if you are thirsty you can try a drink that is flavored with a fruit that most people in other countries have never tasted.
All of these products must be sold with the right kind of message. It has never been an easy job for advertisers to create the message. But no matter how difficult this job may be, it is very important for global advertisers to do it well. Knowing how to advertise in the world market can help companies to advertise for success.
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Advertising Everywhere 课文讲解
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