American advertising has involved with foreign advertising for about four decades. Ever since European countries chose to allow commercials into their programming. Most of those years have been challenging attempting to utilize American “know-how” and injecting it right into a foreign culture. American multinational advertising Agencies including McCann-Erickson, Ogilvy & Mather, J. Walter Thomson, and Leo Burnett have had to hire local talent to comprehend industry as well as the culture for being effective.
There are translation sites on the internet. There are still many Americans who feel that translation in the mere substitution of just one sentence or word in English for the next sentence or word right into a foreign language. I caution you, these languages are known as foreign to get a reason. They are produced from a different culture sometimes millennia over the age of the American culture.
Aside from witty comments, jokes, and colloquial expressions that are not translatable, there are cultural differences. I once went with my grandfather to a dutch restaurant when I was twelve. I asked for a “hot dog.” Every American knows what “hot dog” is, however in The Netherlands, they never got word of such a thing. I tried translating, but which simply made the restaurant staff grin. Then, I described it as being a smaller wurst between two slices of bread and I was served just that. Ketchup and American mustard weren’t yet available.
When Mercedes-Benz first found the United States about 1955, they perceived their vehicles as competing with Chevrolet or Ford. Mercedes-Benz had no perception of the premium niche. They were perceived in Europe like a daily vehicle, what about a step above a Volkswagen. Even today 75% of the taxis in Europe are Mercedes-Benz.
In 1962, when Chevrolet thought we would go international the first time, …Read More