There are three main points in the reading, “Translating Advertising”: Culture, language and consumers’ needs, motives and emotions. First of all, without cultural reference, an advertising cannot make it to the audiences’ minds and hearts. There are different set of symbolic references and values in many cultures. Some ways to distinguish cultures are concepts of power distance, individualistic and collectivism, masculinity and femininity, uncertainty awareness and long term and short term orientation. Similarly, language is an essential part of translating advertising as there are words, sentences or idioms that are uniquely meaningful to one culture but not for another. Delivering the same value in other language is difficult because it can mean different things when you translate the brand names, pay-offs or objects. Furthermore, consumer’s needs, motives and emotions correlate with both language and culture. Depending on the culture, lifestyle, economic situations and values of the country, their functional and social needs, motives of consumption, emotions for appeals are different. For example, in the US commercials, certain emotions such as anger and humor affects the product as approachable and appealing but in some other countries, those emotions can affect the product as not having strong reliability.
One commercial that uses “global advertising” techniques is the extremely Nike’s famous “Snow Day”. This commercial without a doubt translates to different cultures. Nike is undeniably one of the most dominant clothing brands, not only in America, but all over the world. The commercial doesn’t have a lot of talking in it, making language less of a problem for viewers world wide. There is a wide variety of athletes in this commercial, both men and female, in almost every sport. Every country has a “main sport” so to speak, so everyone watching this commercial in which ever country they live in is able to make a connection.