English to Russian Marketing Marketing / Market Research

Доброго времени суток.

A recent NPR podcast showcased the work and legacy of marketing genius Tom Burrell. In 1971, Burrell founded one of the first all-black ad agencies and changed the way the world thought about advertising with his slogan: Black people are not dark-skinned white people.

It wasn’t uncommon in those days to film two versions of a commercial, one for a white audience and one for a black audience. But instead of developing a unique script for each one, they would write just one script and then film a white version with white actors for the white audience and a black version with black actors for the black audience, completely ignoring the cultural nuances ***that didn’t translate or resonate from one to the other***. The commercials always missed the mark.

Спасибо.