Discussion 1: International Faux Pas

Discussion 1: International Faux Pas

When American Airlines wanted to advertise its new leather first-class seats in the Mexican market, it literally translated the “Fly in Leather” tagline as “Vuela en Cuero” which ended up meaning “Fly Naked” in some Spanish dialects.

In the late ’80s, KFC expanded to China and used its “Finger-Lickin’ Good” slogan which roughly translated to “Eat your fingers off” in Mandarin. Uh-oh.

Companies make mistakes when it comes to marketing products in different countries, using various languages, and in the context of diverse cultures. Many companies making the errors are huge multinational conglomerates.

*Research an international marketing blunder made by a large company. Present an overview of the error. Analyze what went wrong and what negative implications the mistake had on the brand in the market where the faux pas was made.

The research for this post must be based on articles or books from the library’s full-text databases plus the company’s website (if applicable). Be wary of internet sources for this assignment. Many are filled with errors and inaccuracies. There is an abundance of urban legend on this subject.

This post should be 1 or 2 paragraphs in length (at least 100 words). Since you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format. NOTE: failure to use research with accompanying citations to support content will result in reduced scoring (no higher than 75%) for all components of the grading rubric.

Discussion 2: International Ad Comparison

Here are four Pepsi commercials from the 1980s and 1990s that show how the brand communicated with different country and regional markets:

– Pepsi ads in the Soviet Union (1987)

– Australian Pepsi commercial mid-’90s Blues Brothers

– Spanish Pepsi Commercial with English Subtitles (Latin America)

– Michael Jackson Pepsi Generation (United States)

*Search YouTube, the internet, or a company’s foreign website for a commercial made for an international market and find a similar commercial for the same product or brand made for the U.S. market.

• Compare the messages and visuals for both ads.

• Are there certain qualities that are the same?

• How about ones that are different?

This post should be 1 or 2 paragraphs in length (at least 100 words). Since you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format. How to cite and reference a YouTube video.

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