Targeting Multicultural Audiences: Doing It Wrong Is Worse Than Not Doing It At All

In the January 2, 2008 Advertising Age, Megan McIlroy discusses a new study from OMD Worldwide found that ethnic groups are turned off by ads that rely on stereotypes and caricatures rather than meaningful cultural cues.

The results were not surprising and support research that is common knowledge in the localization and translation industries:

…they responded more positively to ads with multicultural cues, such as ethnic characters, phrases, expressions and values, than ads that were simply translations of general-market ads.

Imagine, relevant content works best …who knew?

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