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| Topic: |
Business
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| Number of pages / Number of words: |
5 / 1361 |
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“Slang†words that are used in American ads might be very hard or impossible to translate into a foreign language because they do not mean the same thing or don’t exist in different languages. For example, the very successful “What’s up†campaign used by Heineken’s competitor Budweiser, most likely couldn’t be used for global markets...
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A good example is the Chinese language that has several different variations with Mandarin, Wu, Min, and Cantonese being the most popular. A campaign has to be translated into all variations otherwise the advertising will not address all consumers of the target market.
Generally, language and culture issues associated with global campaigns are very important and companies need to be very cautious when dealing with such matters...
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