MKTG3310 Lecture Notes - Lecture 9: The Sender, Fanta, Media Consumption
Document Summary
Why ca(cid:374)"t you just ru(cid:374) the sa(cid:373)e ads: translation leads to different interpretations of a message. Certain media available in your home country might not be available in another country. Aus can run an underwear ad, whereas in other countries this may be offensive or not appropriate: media landscape will be different from market to market. There may be laws that an ad has to be in a specific language in certain countries. Car brands, they will show you the car in a commercial, typically have the driver on the left hand side of the car need to identify it is a european car. In high context cultures people want to know considerable detail about the executive and the company represented. Respect for cultures that are more formal than those in aus and nz: written-word principles: the format of how you write something, might have certain amount of words that is allowed to be used.
