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This advertising approach communicates a uniform image of the company across Canada. It is true that this provides a universal image of the company to the consumers. In Quebec, where most of the residents are French-speaking, this company chose to use a direct translate of the advertising messages. However, this strategy might not communicate the messages well because the context of the messages in the ads carry a heavy weight age; therefore, a maximum exposure is needed here which means marketers have to put an effort when they think about the messages that they are going to advertise. The straight translation from English into French just doesn’t work...
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