To avoid the problems of translation, most advertising firms are now beginning to write new ads completely. In writing new ads, global advertisers consider the different styles of communication in different countries. In some cultures, the meaning of an advertisement is usually found in the exact words that are used to describe the product and to explain why it is better than the competitor’s. This is true in such countries as the United States, Britain and Germany. But in other cultures such as Japan, the message depends more on situations and feelings than it does on words. For this reason, the goal of many TV commercials in Japan will be to show how good people feel at a party or other social situations. The commercials will not say that a product is better than others. Instead, its goal will be to create a positive mood or feeling about the product. The problems of global advertising have become larger than ever. What is the paragraph following the above text most probably about?

Scientists are now able to create new forms of life in the laboratory because of the development of gene splicing - the joining of genes. On the one hands, the ability to create life in the laboratory...

Scientists are now able to create new forms of life in the laboratory because of the development of gene splicing - the joining of genes. On the one hands, the ability to create life in the laboratory...

Nowadays, our lives are practically dependent on the Information Communications Technology (ICT). Data from the Communications and Information Ministry show that Internet users in Indonesia increased ...

Secondhand smoke kills more than 600,000 people worldwide every year, according to a new study. In the first look at the global impact of secondhand smoking, researchers analyzed data from 2004 for 19...

Nowadays, our lives are practically dependent on the Information Communications Technology (ICT). Data from the Communications and Information Ministry show that Internet users in Indonesia increased ...