Unit 1 Global Business Part One International Advertising Before Reading Discussion. Look at the various magazine advertisements (ads) on pages 4 and 5. Answer these questions with a partner 1, From which countries do these products come? 2. What languages do you see? In which countries are the companies selling these products? 3. Which of these products do you have in your country?One Doing Business Internatinnally / Si tiene que “a estar limpio...} Reading Read these two paragraphs. Think about the answer to this question * What mistake did these two companies make? International Advertising Ov laundry detergent company certainly now realizes its mis- take. It probably wishes that it had asked for the opinion of some Arabic 5 speakers before it started its new ad- vertising program in the Middle East. All of the company’s advertisements showed dirty clothes on the left, its box of soap in the middle, and clean 10 clothes on the right. But people read Arabic from right to left, not left to right. For this reason, many potential customers saw the ad and thought, “This soap makes clothes dirty!” ‘Source: “International Advertising” (editor's title, originally. tied, and adapted om, “lets ol Cult"), rom Alan Mt Augman and chard M. Hoogels,steeatona Business: A ategic Management Agproach, Iniernational Eaition, page 126, Copyrigh 1995 by McGraw-Hill, Inc. Reprinted with the permission ofthe publishers8 MA anthropologist with many years of experience in Brazil, Conrad Phillip Kottak noted the advertising for McDonald’s when the fast-food res- taurant first opened in Rio de Janeiro. 20 The advertisements listed several “favorite places where you can enjoy MeDonald’s products.” Clearly, the marketing people were trying to fit their product into Brazilian middle- 25 class culture, but they made some mistakes. One suggestion was to visit McDonald's “when you go out in the car with the kids.” It seems that the writer of this ad never tried to drive Unit t Global Business 50 up toa fast-food restaurant in aneigh- borhood with no parking places. Also not very helpful was the suggestion to eat McDonald’s hamburgers “at a pic- nic at the beach.” This ignored the 4 Brazilian custom of consuming cold things, such as beer, soft drinks, ice cream, and ham and cheese sand- wiches, at a beach picnic. It’s hard enough to keep sand off an ice cream 40 cone. Brazilians do not consider a hot, greasy hamburger proper beach food. Source “ntrnational Advertising” (editors tle, originally titled, and adaped irom, "Culture an init atonal Marketing’), from Conrad Pillip Kotak, Anthropology: The Exploration of Human Diversity, Fit Eatin. page 39. Copyright © 1991, 1987, 1982, 1978, 1974 by McGraw-Hill ‘nc. Roprinted with the permission ofthe publishers After Reading A. Main Ideas. With a partner, answer these questions. 1, What was the mistake in the laundry detergent advertisement? 2, What were two mistakes in the McDonald's advertisement?