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Last week’s class task was to write an abstract. Abstract should have four sentences;

1) The Problem

2) Why the Problem is a Problem

3) Startling Sentence

4) Implication of the Startling Sentence

My Abstract

When launching an advertising campaign, some agencies ignore the fact that they are dealing with more than one culture. This is because of their false assumption; that globalization has brought the world together and therefore now everyone’s value is the same. This is a problem because a successful campaign in one culture/region can simply be offensive to the others. This will lead to the failure of the campaign and therefore will have an enormous impact on the brand image. Three small changes can repair this problem; simply by replacing talents and changing language to the more suitable one and by researching and understanding particular culture. This will increase the chances of agencies to produce a successful campaign that will be accepted all around the world.


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