jueves, 6 de octubre de 2011

World of Advertisement‏


How can a rabbit be stronger than a football hero? how can a rabbit be more powerful than a big strong man? 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 Energizer batteries invited him north to sell their product in the United States . But Jack was yelling did not convince the American audience to buy batteries. So, goodbye, Jacko, hello, energizer bunny, the little toy rabbit that has sold for more batteries than Jacko.


In the world of advertising, selling products is the most important goal. As 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 smaller today.


But it is also true that the problems of global avatar advertising – problems of language and culture – have become larger than ever. For example, Brennan airlines wanted to advertise its fine leather seats. But when its advertisement was translated from English to Spanish, he 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. But in Spanish, it means quote doesn't go. Quote would you buy a call with this name? To avoid these problems of translation, most advertising firms are now beginning to write completely new pants. In writing new ads, global advertisers considered 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 the competition. This is true in such countries as the United States, Britain, and Germany. But in other cultures, such as Japan's, the message depends more on situations and feelings than it does on words. For this reason, the goal of mini 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, it's goal will be to create a positive mood or feeling about the product.


Global advertisers must also consider differences in Laws and Customs. For instance, certain countries will not allow TV commercials on Sunday, and others will not allowed to get commercials for children's products 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 advertising who does not understand such Lolas and customs will have problems.

Finally, there is the 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 quite similar, companies such as McDonald's have found that it is very important to sell different products in different parts of the world. So when you go to McDonald's in Hawaii, you'll find Chinese noodles on the menu. If you stop for hamburger in Germany, you can order a beer with your meal. In Malaysia, you can try a milkshake that is flavored with the food that most people in other countries have never tasted.

All of these products must be sold with the right kind of message. It is never been in 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 well. In today's competitive one , most new products quickly fail. Knowing how to advertise in the global market can help companies with the compact competition for success!


Answer the following questions:

1. Who is Jacko? What does he show about international advertising?

2. What problem do advertisers have when try to translate ads directly from one language to another?

3. How can a global advertiser avoid problems?

4. Why should a company offer different products in different countries?

5 comentarios:

  1. 1. He’s a great Australian football hero. He was invited to Energizer batteries to sell their product in the United States. But this did’nt work because it didn’t convince the American audience to buy batteries, so Energizer decided to change Jacko for the little Pink Rabbit toy.

    2. The problem that the advertisers have when they try to translate ads directly from one language to another it’s that the sense of the ads, most of the time it’s completely different, so it refers to other thing, that it doesn’t have sense from the orginal ads.

    3. Global ads considered the different styles of Communications in different countries. So they can deliver the right message to the market.

    4. Because 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 isn’t right for the market. Products most be sold with the right kind of message. Knowing how to advertise in the global market can help companies with the compact competition for success.

    ResponderEliminar
  2. 1. Jack is a very famous soccer player in Australia who was invited to do the advertising for energizer batteries to the U.S. but as it was accepted and did not sell the batteries, the company decided to replace it with a pink toy rabbit.
    2. Advertisers often have difficulties when they move advertising to other regions or countries, coming to take another direction the message is often difficult to understand the original post handled.
    3. In global announcements know they can deliver the right message to market without difficulty that the public understands.
    4. It is because people have different cultures, customs and ideologies and it is where they have to tropicalize the product to market. The best advertising is not what you get to find the product that meets all the needs but because they bring the message to the market and is part of the success of the products and who is promoting it.
    maria jose alavrez urbina

    ResponderEliminar
  3. Luis Vicente Coello Contreras

    1.- Jacko is an australian football player, who was invited to be the advertising image of the Energizer batteries company in USA, but that didn't work like they planed it, because the advertising in USA with Jacko was too agressive to the american audience then Energizer had to change the image for the image of the Energizer Bunny who had more succesful in that market.

    2.- The meaning of the ads when is translating from one language to another is one of the biggest problems of the advertisers because every language have differents semantic, that means that the same word in different languages refers to differents things.

    3.- The advertisers have to make the advertisements for every market in particular to avoid the problem of translating.

    4.- I don't think that the companies have to offer different products in every country. I think that the companies have to sell with differents forms (advertising) to the consumers because in differents countries have differents cultures and then different comunication.

    ResponderEliminar
  4. 1. He’s a great Australian football hero. He was invited to Energizer batteries to sell their product in the United States. But that didn't work like they planed it, because the advertising in USA with Jacko was too agressive to the american audience then Energizer had to change the image for the image of the Energizer Bunny who had more succesful in that market.
    2. Advertisers often have difficulties when they move advertising to other regions or countries, The problem that the advertisers have when they try to translate ads directly from one language to another it’s that the sense of the ads, most of the time it’s completely different.
    3. Advertisers have to make the advertisements for every market in particular to avoid the problem of translating. They can deliver the right message to market without difficulty that the public understands.
    4. Actually the best advertising is not what you get to find the product that meets all the needs but because they bring the message to the market and is part of the success of the products and who is promoting it. And I think that all the person are different and like someone said every head is different and I would add each consumer has a preference.

    Yunue Flores O.

    ResponderEliminar