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PERSPECTIVE: Global advertising alone can't rescue McDonald's
The McDonald's ad by the DDB German shop that developed the "I'm lovin' it" theme, is as anodyne an example of globalese as you will ever find. You can just imagine the thinking: rather than fritter away the world advertising budget on dozens of ads in dozens of languages, how much more impactful it could be to concentrate everything behind one meaningless throwaway phrase ... sorry, giant promotional thrust.
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