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Culture in Global Advertising Campaigns

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A lecture I did for a 2nd year marketing class on the importance of culture in creating international advertising campaigns.

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Culture in Global Advertising Campaigns

  1. 1. Advertising Industry = Global Cultures By @heleenmills
  2. 2. Don’t be culturally insensitive
  3. 3. #epicadfail
  4. 4. Spring 1994 Collection Dress was destroyed. Embroidered verse of the Quran Chanel
  5. 5. Camellia is a funeral flower in Brazil Revlon launches a Camellia scented perfume in Brazil All products were recalled Revlon
  6. 6. Motto was successfully used in the 1960’s in USA: “Come alive with the Pepsi Generation” Motto was then translated for Chinese market. It worked out to be “Pepsi brings your ancestors back from the dead” Pepsi
  7. 7. Nike Decoration had to resemble a fire. Arabic reads from right to left. The design spelled Allah. All shoes were recalled in 1997
  8. 8. Radioshack Amrican supplier of consumer electronics. Planned a Christmas promotion for 25 December in their shop in Holland. The Dutch celebrates St. Nicolas Day And actually give presents on 6 December.
  9. 9. Hallmark Sell cards with already written messages on the inside. Very popular business model in the USA & UK #epicfail in France French are culturally traditional, and prefer hand written cards instead.
  10. 10. Schwepps expanded to Italian market #epicfail in Italy Because “tonic water” directly translated means: “Water from the toilet” Schweppes
  11. 11. Moco model’s sales are slow in Spanish speaking markets. Especiallly the green model. Moco is the Spanish word for mucous (booger). Nissan
  12. 12. Poor and slow sales in “Hispanic” markets Nova in Spanish is “no-va“ or It Won’t Go Cheverolet
  13. 13. Parker pens translated their motto: "It won't leak in your pocket and embarrass you” to Spanish Oops… Translation meant: "It won't leak in your pocket and make you pregnant" Parker
  14. 14. Coca-Cola was translated phonetically to "Ke-kou-ke-la“ for the Chinese market Oops… Depending on the dialect, it meant: “Bite the wax tadpole” or “Female horse stuffed with wax” Coca-Cola
  15. 15. You‘re fired!
  16. 16. Kellogg’s Western breakfast cereal Tried to enter the Indian market with a price premium Indians eat spicy cooked food for breakfast
  17. 17. Case in point: Breakfast: http://imgur.com/a/Ktydb .
  18. 18. Any questions? @heleenmills hmills@sun.ac.za

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