Misinterperating Advertising

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Misinterperating Advertising
In the world of advertising there are many languages, but occasionally they are misinterpreted. Even Fortune 500 companies have endured misiterpritation in the international advertising marketplace. Misinterpritation dosn't always have to be in language, it can also be visual, and even audio. These Faux Pas have hindered companies abilities to breach into a specific international market; due to an offensive advertisement. A few example will prove how a lack of research, can immobilize a product.
The first example is from Themarketingsite.com, and it is for Gerber. "When Gerber started selling baby food in Africa, they used the same packaging as in the US, with a beautiful baby on the label. Later they learned that in Africa, where there is a very low literacy rate, companies routinely put pictures on the label of what's inside."(1) The Gerber company made a very simple mistake, and consumers in Africa believed that there could be baby inside of the containers. Gerber should have researched African cultural norms before they released their products into the market.

The Gerber company was founded in 1927, which is a very long existance for a company. The picture of the smiling baby on all of Gerber's products, shown above, is internationally recognized. After the oversight was discovered im sure the advertisers for Gerber were scrambling to fix the problem. Today even here in the U.S. on Gerber baby food jars there is a picture of the food that is inside the jar, still along with the famous Gerber baby image. The advertising department for Gerber has learned a valuable lesson with their misstep in Africa.

The second example is from oddee.com, and it is for Puffs brand Tissues. "Puffs brand tis...

... middle of paper ...

...s, and packaging if needed. Gerber, Puffs, and Elecrolux are just three examples;many other companies have fallen victim to advertising faux pas.
In conclution, reserching your target market before committing to an advertisement, or advertising campaign is wise. Double checking translations, and cultural norms, should be a standard. And doing advertising tests with consumers of the demographic that you are trying to reach would be extremely successful. But, with ommission come lessons, and even if your own company dosn't make them you can learn from others who have.

Works Cited

1. "TMS: "Brilliant" Advertising Mess Ups." The Marketing Site. N.p., n.d. Web. 12 Feb. 2014.
2."10 Funniest Badly-Translated Ads." Oddee RSS. N.p., n.d. Web. 12 Feb. 2014.
3. "Lost in Translation: 9 International Marketing Fails." Fox Small Business Center. N.p., n.d. Web. 12 Feb. 2014.

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