INTERMEDIATE GROUP February, 2012

Pop-Quiz 201 Time: 25 mins.

Read the text below, and answer the questions that follow.
Advertising All Over the World
1 In real life, a rabbit cannot be more powerful than a big, strong man. However, in the
world of advertising, this is quite possible. Consider the example of Jacko. This great
Australian football hero recently appeared on TV and yelled at the audience to buy
products. Jacko’s angry campaign worked well in Australia, so the Energizer
company invited him north to sell their product in the United States.
However, Jacko’s yelling did not persuade the American audience to buy the batteries
since he was not a popular figure there. For this reason, the Energizer company decided to
replace Jacko with Bunny, the little toy rabbit that has sold far more batteries than Jacko.

2 In the world of advertising, selling products is the most important goal. Because companies are
becoming more global, they are looking for new ways to boost the sales of their products all over the
world. It is true that because of global communication, the world is becoming smaller today. However,
it is also true that the problems of global advertising – problems of language and culture – have
become larger than ever. For example, Braniff Airlines wanted to advertise its fine leather seats.
However, when its advertisement was translated from English to Spanish, it told people that they
could fly naked. Another example of incorrect translation is how Chevrolet tried to market the Chevy
Nova in Latin America. In English, the word nova refers to a star. Yet, in Spanish, it means “doesn’t
go.” Would you buy a car with this name?

3 To avoid these problems of translation, most advertising companies are now beginning to write
completely new ads. In writing new ads, global advertisers consider the 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 those
of rival companies. This is true in such countries as the United States, Britain and Germany. However,
in other cultures, such as Japan’s, the message depends more on the situations and feelings than it does
on words. For this reason, the goal of many TV commercials in Japan will be to show how good
people feel at a party or other social situation. The commercial will not say that a product is better than
others. Instead, its goal will be to create a positive mood of feeling about the product.
4 Global advertisers must also consider differences in laws and customs. For instance, certain countries
will not allow commercials on Sunday, and others will not allow TV commecials for children’s
products on any day of the week. Showing dogs or certain types of clothing, such as jeans, on TV is
barred in some parts of the world. The global advertiser who does not understand such laws and
customs will have problems.
5 There is also the question of what to advertise. People around the world have different likes and
dislikes. Therefore, 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 important to sell different products in different parts of the
world. For this reason, when you go to a McDonald’s in Hawaii, you will find Chinese noodles on the
menu. If you stop for a hamburger in Germany, you can order a beer with your meal. In Malaysia, you
can try a milkshake that is flavoured with a fruit that most people in other countries have never tasted.
6 Finally, 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. However, 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. If companies knew how to advertise in the global market, their products wouldn’t become
unsuccessful.
A. What do the following refer to?
1. this (para. 1) : the fact that __________________________
2. it (para. 2) : ____________________________________
3. its goal (para. 3) : the goal of ___________________________

B. Find words in the text that mean the following. Write only ONE word on each line, and do not
change the form of the word.
1. increase (para. 2) (v) : _________________________
2. sell (para. 2) (v) : _________________________
3. forbidden (para. 4) (v) : _________________________

C. Answer the following questions according to the information in the text.

1. Why did the Jacko advertising campaign fail in the US?
_____________________________________________________________________________
_____________________________________________________________________________
2. What idea does the writer support with the Chevy Nova example?
_____________________________________________________________________________
_____________________________________________________________________________
3. In what way are British advertisements different from the ones in Japan?
_____________________________________________________________________________
_____________________________________________________________________________
4. Why should a company offer different products in different countries?
_____________________________________________________________________________
_____________________________________________________________________________
5. According to paragraph 6, why are many products unsuccessful in the global market?
_____________________________________________________________________________
_____________________________________________________________________________

6. Which of the following is TRUE according to the text?

a) A good advertisement can sell any product in any country.
b) Advertising companies didn’t use to experience as many problems as they do today.
c) Unlike other food chains, McDonald’s sells the same products all over the world.
d) Braniff Airlines’ advertisement became very successful in Spanish-speaking countries.

7. Which one of the following best gives the main idea of the text?
a) Finding the right kind of message for products can help global advertisers win the
competition in the global market.
b) By making use of new ways of advertising for different products, companies might increase
the sales of their products all over the world.
c) There are several factors that global advertisers should take into consideration so that their
advertisements become successful all over the world.
d) Global advertisers should be aware of the fact that some laws and customs in certain
countries might cause problems.
SFL/METU
Dept. of B. E. February, 2012
Testing Office Time: 25 mins.
Pop-Quiz 201 INTERMEDIATE GROUP
ANWER KEY
A.
1. a rabbit can be / is more powerful than a big, strong man

2. (the) advertisement (of Braniff Airlines) / its advertisement

3. (the) commercial

B.
1. boost
2. market
3. barred

C.
1. (Because) Jacko was not (a) popular (figure) there / in the US, (he couldn’t persuade the
American audience to buy the batteries.)

2. (The idea that) incorrect translation may cause an advertisement to fail / prevent a product
from being sold.
(The idea that) there are problems of language (and culture) in global advertising.
3. They / British advertisements use the exact words to describe and explain why the product is
better than the others. However, in Japanese advertisements the message depends on the
situations and feelings.
In Britain, the meaning of an advertisement is usually … rival companies. However, in
Japan, the message depends more … than it does on words.
(Because) different countries / people arround the world have different likes and dislikes.
4. (Because) (their) companies do not know how to advertise (in the global market).

5. (Because) their advertisements do not give the right (kind of) message.
6. b
7. c