Word: dragons
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Procter & Gamble, which spends an estimated 5% of its total advertising budget of $2 billion on ethnic-oriented ads, reaches Spanish speakers through shows like Hablando, a popular half-hour morning program. AT&T, which sponsors Chinese Dragon Boat Festival races and Cuban folk festivals, runs broadcast and print ads in the U.S. alone that reach 30 different cultures in 20 different languages, including Korean, Tagalog and the West African dialect + Twi. Says Jacqueline Morey, director of multicultural marketing at AT&T: "Marketing today is part anthropology...
...appeal to Koreans failed miserably because it used a Chinese model. Citibank had to drop a New Year's holiday TV ad targeted at Chinese consumers after viewers complained about the sexual innuendo of corks popping out of champagne bottles. The bank replaced the spot with one featuring a dragon. Marketers acknowledge that it's worth the time and trouble to get it right. Asian Americans, for example, register better-than-average responses to advertising. The returns on ad dollars spent on Asian media run 60% higher than those in the general print and broadcasting vehicles...
Nearby in the Pudong economic zone, which was swampy farmland only two years ago, modern highways, bridges and office buildings are taking shape. Shanghai will soon emerge as "the national and international financial center," boasts Huang Ju, the city's mayor. It will be "the dragon's head that will pull the body of the Yangtse River valley," home to a third of China's 1.2 billion people, into a new age of prosperity...
Fervent, foreboding music and feverish operatic voices accompany the progress of a black gondola, adorned with the head of dragon. It weaves though a dark network of water-bound caves, and soon we behold a dungeon--thousands of hands reaching out from behind iron gridding--and a hulk-sized executioner with a burnt head a la Freddy Kruger...
Korea has been called a "little dragon" and the "next Japan," a country poised on the brink of economic superpower status. But this notion has blinded some observers to the fact that at many levels, Korea remains a backward country. For starters, the military controlled the presidency for 32 often brutal years from...