“Merde a vous” – how (or how not) to address consumers across borders
Luisa-Fernanda Hinojosa Streber and Roberto LoblIbope Media Information, Brazil
INTRODUCTION
Warning! The title of this paper is a reference to a popular expression used in show business that is meant to wish luck to players before a performance. Please be advised that this study deals with communication issues when addressing consumers across borders, and more importantly across cultures. Authors regret that readers are likely to be disappointed and frustrated if they have looked into this paper to search for scatological concerns about research, bad...