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However, when an advertising campaign is taken abroad, the target audience typically have different values and perceptions as to what enhances status or what constitutes convenience.
Advertising across cultures is simply about using common sense and analyzing how the different elements of an advertising campaign are impacted by culture and modifying them to best speak to the target audience.
The advertising world is littered with examples of linguistic advertising blunders. Of the more comical was Ford's introduction of the 'Pinto' in Brazil. After seeing sales fail, they soon realised that this was due to the fact that Brazilians did not want to be seen driving a car meaning 'tiny male genitals'.
If there are numbers with negative connotations abroad, presenting or packaging products in those numbers when advertising should be avoided.
By way of conclusion, we can see that the principles of advertising run through to cross cultural advertising too.
Since services and products are usually designed and marketed for a domestic audience, when the same product is then marketed at an international audience, the domestic advertising campaign will, in most cases, be ineffective.
Even the simplest and most taken for granted aspects of advertising need to be inspected under a cross cultural microscope. Colours, numbers, symbols and images do not all translate well across cultures.