Advertising All Over The World. In the world of advertising, selling products is the most important

In the world of advertising, selling products is the most important

goal. As the companies are becoming more global, they are looking for

new ways to sell their products all over the world. It is true that because of

global communication, the world is becoming more smaller today. But

it is also true that the problems of global advertising – problems of lan-

guage and culture – have become larger than ever before. For example,

Braniff Airlines wanted to advertise its fine leather seats. But when its

advertisement was translated from English into Spanish, it told people

that they could fly naked! Another example of wrong translation is when

Chevrolet tried to market the Chevy Nova 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 these problems with translation, most advertising firms are

now beginning to write completely new ads. In writing new ads, global

advertisers must consider different styles of communication in different

countries. In some cultures, the meaning of an advertisement is usually

found in the exact words that are used to describe the product and to

explain why it is better than the competition. It is true in such countries

as the United States, Britain and Germany. But in other countries, such

as Japan’s, the message depends more on situations and feelings than

it does on words. For this reason, the goal of many TV commercials in

Japan will be to create a positive mood or feeling about the product.

Global advertisers must also consider differences in laws and cus-

toms. For instance, certain countries will not allow TV commercials on

Sunday, and others will not allow TV commercials for children’s prod-

ucts on any day of the week. In some parts of the world, it is forbidden to

show dogs on television or certain types of clothing, such as jeans. The

global advertiser who does not understand such laws and customs will

soon have problems.

Finally, there is a question of what to advertise. People around the

world have different customs as well as different likes and dislikes. So the

best advertisement in the world means nothing if the product is not right

for the market. Even though some markets around the world are quite

similar, companies such as McDonald’s have found that it is very impor-

tant to sell different products in different parts of the world.

All of these products must be sold with the right kind of message. It

has never been an easy job for global advertisers to create this message.

But no matter how difficult this job may be, it is very important for global

advertisers to do it well. In today’s competitive world, most new products

quickly fail. Knowing how to advertise in the global market can help

companies win the competition for success.

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