ABSTRACT
McDonald’s developed an ad campaign around the tagline “I’m lovin’ it,” which it purchased from a German ad agency. e tagline was translated into different languages and is, or soon will be, used in over a hundred countries around the world-demonstrating that marketing campaigns can indeed be global. CocaCola’s “Taste of Life” is another example. In both cases, these U.S.-based companies had to pay careful attention to cultural and language differences as they translated their American campaigns for use in foreign markets.
