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 advertising_____problems of language and culture
_____have become larger than ever.
For example, Braniff Airlines wanted to advertise its fine leather seats.
But when its advertisement was translated from English to Spanish, it told people that they
could fly naked!
Another example of incorrect translation is how a car maker, Chevrolet, tried to market the
Chevy Nova in Latin America.
In English, the word nova refers to a star.
But in Spanish, it means "doesn't go." Would you buy a car with this name?
To avoid these problems of translation, most advertising firms are now beginning to write
completely new advertisements.
In writing new advertisements, global advertisers consider the different styles of communication
in different countries.
In some culture, the meaning of an advertisement is usually found in the exact words
(アare/describe/that/to/used) the product.
This is true in such countries as the United States, Britain, and Germany.
But in other culture, such as Japan's, the message depends more on situations and feelings
than (イit does) on words.
For this reason, the goal of many TV commercials in Japan is 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, its goal will be to create a positive mood or feeling about the product.