ABSTRACT
The ethnicity of models is one of the most common examples given to stand for the process of localization, but there are several others. The need was to show that there was something different about Trinidad. Foreign still generally connotes upmarket in its images. The danger is that local may appear as the poor man's brand in relation to multinational products, which will continue'. Others imply that although the advert is made locally the ideas for it always come from abroad. Advertisers also noted that Trinidadians were more likely to judge material harshly if they saw it as local. This in a sense makes the paradox of localization the more complex, because although localization is legitimated as enhancing profitability it does not follow that this is the case. The same issue applies to the products as to the adverts. There is considerable uncertainty as to whether to claim that a product is local.
