The bicardi company wanted to sell the drink “pavane” in germany, but “pavane” is perilously closeto “Pavian” which means “babbon”. A company Marketing tomato paste in the middle east found thatin arabic the phrase tomato paste translates as tomato glue.Tropicana brand orange juice was advertised as
jugo de china
in Puerto Rico, but transported toMiami’s Cuban community, it failed.Language translation encounters innumerable barriers that impede effective, idiomtic translation andthereby hamper communication. This is especially apparent in advertising materials. Abstraction,terse writing, and world economy, the most effective tool of the advertisers, pose problem for thetranslators. Communication is impeded by the great diversity of cultural heritage and educationwhich exists within countries and which causes varying interpretations of even single sentences andsimple concept. Some companies have tried to solve the translation problem by hiring foreigntranslators. This often is not satisfactory because both the language and the translator change.Everyday words have different meanings in different cultures.Low literacy in many countries seriously impedes communications and calls for greater creativity anduse of verbal media. Multiple languages within a country or advertising area pose another problemfor the advertiser.
Cultural Diversity
Communication is more difficult because cultural factors largely determine the way variousphenomena are perceived. If the perceptual framework is different, perception of the message itself differs.Knowledge of cultural diversity must encompass the total advertising project.
Media Limitation
Media may diminish the role of advertising in the promotional program and may force the marketersto emphasis the other elements of promotional mix.A marketer’s creativity is certainly challenged when a television commercial is limited to to 10showing a year with no two exposure closer than 10 days. In some African countries advertisers runboats up and down the rivers playing popular music and broadcasting commercial into the bush asthey travel.
INTERNATIONAL ADVERTISING HELPS IN:
Ø Remind customers and prospects about the benefits of your product or serviceØ Establish and maintain your distinct identityØ Enhance your reputationØ Encourage existing customers to buy more of what you sell
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