Getting the right ethnic perspective is tricky.
在广告中从不同种族角度看问题这是非常高难度的工作。
Hispanics are a varied lot.
同为西班牙人却迥然不同。
An ad that delights Cuban-Americans may irritate migrants from Venezuela.
能让古巴裔美国人捧腹大笑的广告可能会让委内瑞拉移民暴跳如雷。
Asians are hardly monolithic, either.
亚洲人也很是众口难调。
Even the wittiest Korean catchphrases will provoke only bafflement in Chinatown.
即便是韩国的警言妙句也可能令唐人街的中国人迷惑不解。
Saul Gitlin of Kang Lee, an agency specialising in selling to Asian-Americans, arguesthat recent Chinese and Korean immigrants are best reached with communications in theirmother tongue.
专门针对亚洲裔美国人的广告公司Kang Lee的Saul Gitlin认为和新一代的中国和韩国的移民用其母语沟通能收到最好的效果。
They are generally ignored by advertisers, however, with the exception of financial firms.
但是除了金融公司做到这一点外,广告商一般都置若罔闻。
This is a mistake, he reckons:
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