Practice section

Critical thinking

Suggested answers

2. This advertisement would be unsuitable for cultures in which people read from right to left, since the message conveyed would be the opposite of what was intended. A similar advertisement produced by Lucky Goldstar showed a rice bowl on the left-hand side of the page, and a satellite on the right.

3. The advertiser of the deodorant ‘Impulse’ made different advertisements for different markets. While in some cultures the woman could be shown semi-naked, in others she was shown fully clothed. In some versions of the advertisement the man bought the flowers from the market, since otherwise, taking the flowers from the restaurant, however impulsively, would be seen as stealing. In some of the different versions, the couple did not look at each other directly, and the woman left by herself.

Ex.2

Ex.3

1 personal selling; 2 world wide web; 3 dominant; 4 television; 5 target; 6 a longer life ;7 effectiveness; 8 inexpensive; 9 orders; 10 billboard