Global campaigns: the ability to create brand promises that can travel
Author: Isabelle Gargiulo One of the most challenging tasks in international advertising is the deep understanding of culture differences. For instance, North Americans see in product promoted benefits to be gained by buying a specific label. Chinese consumers are interested in ads with prevention-focused messages. Why are misleading claims repeatedly created? In case of ad adaptions in other countries, it‘s pivotal to use the right translation of meanings and ideas. Translating claims from English to another language is often a …