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Capital: Mexico City Population: Estimated 111 million Religion: 89% of population identifies itself as Roman Catholic Government: Federal presidential republic Federation of 31 free and sovereign states Currency: Peso
Power distance index: 81 Individualism: 30 Masculinity: 69 Uncertainty avoidance: 82
Power distance index: 40 Individualism: 91 Masculinity: 62 Uncertainty avoidance: 46
Family oriented Price conscious Tendency to shop around Brand loyal Generally don t change brands unless they have a reason to Very nationalistic
Lets look at some mistakes
The U.S.-Mexico border lies where it was before the Mexican-American war in 1848 This is NOT ok, for Americans or Mexicans People were offended on both sides
It won t leak in your pocket and embarrass you The company thought the word embrazar meant to embarrass Actual translation: It won t leak in your pocket and make you pregnant
Huge success with the Got milk? campaign NOT in Mexico Translation: Are you lactating?
Tried to advertise new leather first class seats in Mexican market Should have read Fly in leather Translations: Fly Naked
The soft drink was being promoted in Mexico Saleswoman surprised people were laughing Actually Fresca is slang for lesbian in Mexico (talk about embarrassment!)
Burger King, Texican Whopper
The taste of Texas with a little Spicy Mexican Ad: Small wrestler dressed in a cape resembling the Mexican Flag Remember Mexicans have a great deal of respect for the flag
American cowboy in the ad lifts Mexican up to reach high shelves and clean tall windows Ambassador of Mexico argued that the ad improperly used the stereotyped image of a Mexican Check it out http://www.youtube.com/watch?v=RN30hc3ICU Q
These mistakes could have been avoided
Pay attention to cultural differences Understand that Mexicans are proud of their heritage Very family oriented Be careful when using humor Beware of translation mistakes