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Перевод статьи, название: Global Advertising
- 2 страниц
- 2021 год
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Гарантия сервиса Автор24
Уникальность не ниже 50%
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Пример перевода первого предложения:
Реклама мирового масштаба требует от маркетолога разработки единого продукта и рекламной стратегии, которую он сможет реализовать по всему миру.
Global advertising requires the marketer to develop a single product and promotional strategy it can implement worldwide. Certainly global advertising that’s the same everywhere can save companies money in research and design. In some cases, however, promotions tailored to specific countries or regions may be more successful since each country or region has its own culture, language, and buying habits.
Some problems do arise when marketers use one campaign in all countries. When a Japanese company tried to use English words to name a popular drink, it came up with Pocari Sweat, not a good image for most English-speaking people. In England, the Ford Probe didn’t go over too well because the word probe made people think of doctors’ waiting rooms and medical examinations. People in the United States may have difficulty with Krapp toilet paper from Sweden. But perhaps worse was the translation of Coors’s slogan “Turn it loose,” which became “Suffer from diarrhea.” Clairol introduced its curling iron, the Mist Stick, to the German market, not realizing mist in German can mean “manure.” As you can see, getting the words right in international advertising is tricky and critical. So is understanding the culture, which calls for researching each country, designing appropriate ads, and testing them.
Many marketers today are moving from globalism (one ad for everyone in the world) to regionalism (specific ads for each country or for specific groups within a country). In the future, marketers will prepare more custom-designed promotions to reach even smaller audiences—audiences as small as one person.
Перевод данной статьи "Global Advertising" был выполнен квалифицированным и дипломированным переводчиком в 2021 году.
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