Janis could not believe what was happening. Her company`s new product was trending on social media but the reviews were terrible!!! The product had been launched in China last week and the negative comments were unrelenting. The product had been advertised and sold in the US for months and there were no problems. Janis had hired a media company to develop the advertising copy for the China launch but evidently the Mandarin translation used had managed to offend many prospective Chinese customers. In fact, Chinese consumers were calling for an immediate boycott of the company`s product. How could Janis have avoided this problem?
O Designing the ad with a humane orientation as suggested by the Globe Project
O Use of guanxi to build a stronger bond with Chinese consumers before advertising the product
O Use of translation-back-translation
O Use of Gannon`s Metaphors in the ad copy