当生意在全球扩展时，广告客户发现，在一个国家销售的商品，也许不能在另一个国家销售。可能问题只是在于，什么样的广告能行得通，什么样的广告能让大众接受。

注释：
1. risque adj. <法> (作品等)淫秽的, 败坏风俗的 2. controversial adj.引起争论的，有争议的
3. entertaining adj.使人愉快的；有趣的 4. lucrative adj. 赚钱的
5. exception n.例外 6. magic adj. 有魔力的, 不可思议的
7. execution n.技巧，手法 8. predict vt. 预言；预测
ANCHOR
As businesses expand their global reach, advertisers are finding that what sells in one country may not sell in another. It may simply be a matter of what works, or in some cases what’s acceptable to the mass audience. Jan Hopkins reports.

CORRESPONDENT
You won’t see this ad in the United States. Even for the music video network MTV it’s too risque, so risque, we had to alter the commercial to show it for this story.

ANTHONY WRIGHT, OGILVY AND MATHER
In Latin America, for example, there’s a sort of long tradition of, you know, sexual imagery in advertising that would probably be upsetting or very controversial in the U.S., at least if it were part of a mainstream brand.
In the U.K. and Europe, for example, advertising has tended to be far more entertaining , than in the U.S.. And it’s in a way this sort of a contract with consumers that says I’ll entertain you if you will allow me to then talk about my product.

CORRESPONDENT
You won’t see actress Nicole Kidman in an ad in the United States, but she’s on Spanish television for the Corte Ingles Department Store.
Brad Pitt is selling Edwin Jeans in Japan. Jennifer Lopez appears in Japanese ads for Subaru. And Richard Gere sells Italian chocolates. Why do these stars appear in commercials outside of the United States and not inside?

MARK TUTSELL, LEO BURNETT
A lot of big stars will not put their brand in jeopardy. They will take their brands else where to the far corners of the world, where it won’t be seen to a wider audience, to the critical audience. And obviously the heart of it is a lucrative sum of money.

CORRESPONDENT
For global companies like IBM advertising the same product around the world offers a challenge. In most cases IBM ads look alike. But there are always exceptions. In this case the Chinese ad is different.

LISA BAIRD, WORLDWIDE ADVERT. AND MARKETING, IBM
The magic invisible thread is based on a very old, centuries old, local fairy tale about the importance of weaving things together. And what a great fit that was for a topic that consumes much of our business audience today.

ANTHONY WRIGHT
This is a global execution.

CORRESPONDENT
Ad agencies are always looking for ideas in other countries. The new Moto ads for Motorola came from teenagers in Taiwan, who called their phones “Motos” because they couldn’t pronounce Motorola.
Ad executives predict that American ads are going to look a lot more like the risque Latin American and European ads in the next few years. That’s thanks to the success of cable programming that’s pushing the envelope, and is now pulling in a bigger audience than the networks. Jan Hopkins, CNN, New York.

主播
当生意在全球扩展时，广告客户发现，在一个国家销售的商品，也许不能在另一个国家销售。可能问题只是在于，什么样的广告能行得通，什么样的广告能让大众接受。简•霍普金斯报道。

记者
你在美国不会看到这部广告。即使对音乐电视网MTV来说，它也太败坏风俗了。它是如此低俗，我们不得不对广告做了改动，然后才能播出。

安东尼•赖特，奥美广告公司
例如在拉丁美洲，你知道，长期以来有一种在广告中做性假想的传统，这在美国可能是令人不安或者非常有争议的，至少如果它是主流品牌的一部分的话。
例如在英国和欧洲，那里的广告就比美国的更倾向于娱乐。他们与消费者在某种程度上达成了一种默契，即：如果你允许我谈论我的产品，我就让你开心。

记者
在美国你不会看到女演员妮科尔•基德曼，但是她在西班牙电视上为Corte Ingles百货商店作广告。
布莱德•皮特在日本销售爱德温牛仔装；在日本广告中，詹尼弗•洛佩兹在为Subaru做广告；理查•基尔在推销意大利巧克力。为什么这些明星们出现在美国以外的广告中而不是在美国呢？

马克•图赛尔，Leo Burnett
很多大明星不愿使他们的牌子处于危险之中。他们将自己的牌子带到其他地方，到世界遥远的角落去，这样更多的观众和爱挑剔的观众就看不到。当然能赚到大把钱是这样做的很本。

记者
对IBM这样的国际公司来说，在全世界为同样的产品做广告是一种挑战。在多数情况下，IBM的广告看上去是一样的，但它总会有例外。它在中国播出的广告就与众不同。

利萨•伯尔德， IBM全球广告和市场主管
这种魔术般看不见的线源自一个非常古老、流传几百年的当地传说，它讲述的是把线编织到一起的重要性。这对于我们今天为吸引广大商业观众的话题是多么合适呀！

安东尼•赖特
这是一个全球通用的手法。

记者
广告机构总是在海外寻找创作灵感。摩托罗拉的新“摩托”广告就源自台湾的青少年，他们把自己的手机称为“摩托”，因为他们发不好“摩托罗拉”的音。
广告经营管理人员预测，在今后的几年里，美国广告将会变得更像低俗的拉丁美洲和欧洲广告。这要归功于有线电视节目的大胆尝试，它们抢走了传统电视网的大量观众。简•霍普金斯，CNN，纽约报道。