向境外推销商品,不做广告固然不行,但做广告若不讲究广告艺术,不考虑当地的文化背景、民情习俗,不注意国外对商业广告在内容上、媒体上所作的法律限制,也难收到预期成效,甚至事与愿违,适得其反。譬如,我国的西瓜霸,中文文字介绍说是“利尿生津”,从中医角度看着实是食品。广告设计者依样翻译成“Promoteurtination incre asesalivation”。香港人还可以接受,而西方人一看就觉得奇怪:明明是药品,怎么能当食品卖?于是,望而生畏,不敢问 However, advertising does not pay attention to the art of advertising, regardless of the local cultural background and customs, and does not pay attention to the legal restrictions imposed by the media on foreign commercial advertisements. To the expected results, and even backfire, counterproductive. For example, China’s watermelon tyrants, Chinese text that is “diuresis Sheng Jin,” from the Chinese point of view is really food. The ad designer translates as “Promoteurtination incre asesalivation”. Hong Kong people still can accept, and Westerners think it is strange to see: Obviously medicine, how to sell when the food? So daunting, afraid to ask