In overseas advertising, multinationals think locally

01/20/2004 |

While one survey found nearly two-thirds of consumers in countries such as France and Germany said they were less likely to buy American goods because of opposition to the U.S.-led war in Iraq, marketers say Europeans still like U.S. brands they know, such as Levi's. Still, in its European ads, McDonald's emphasizes its use of local products, while some foreign brands poke fun at American products in their commercials.

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