Fishy Chips
Advanced Topics in Marketing
Abstract
Knowing what you want your audience to know is very important before you advertise to them. Sometimes what you may say in one country could mean something different in another. Word association and pronunciation are very important to consider.
Fishy Chips
As companies are marketing there products, they really should consider whom they are marketing to and also what they want there customers to understand. Word association is different from one country to the next. Even though a company may say one thing in one country it may mean something in another. They really should have someone in the country that is receiving the information review it first so they are saying the correct thing. Saying the wrong information could really give a company a bad name and then leave a bad taste in customer’s mouth.
The first example is the COLGATE-PALMOLIVE industry. They advertised the Liquid Ajax. This was ok except the tag line they used was what gave customer a bad feeling in the German community. They were telling the audiences that this was something the really did not work. Because of the language difference, they did not realize what they were doing or saying to customers until it was too late. Even though they had an advertisement company reviewing the information, this should have been caught a head of time. This goes to show that even if you have a company that is doing the translations for you, you should still have someone from your end review it. This way there is no miscommunication and you do not ruin your business and word out on the street.
The next example is Anheuser-Busch, the US producer of Budweiser beer. For years while I was going up, they used the key slogan King of Beers. This was a big thing in the US because people could associate the tag line with them. I know my grandpa use to yell it out when he wanted a beer and this something we always heard. When Anheuser Busch went to Spain to grow there business, they had a problem with the way the word was translated by the copywriter. The word they used translated was Queen instead of using King. The copywriter should have taken a couple different avenues in trying to translate the words for them. This could have saved that slogan for them.
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