ADVERTISING: The British Image

To readers of U.S. magazine ads, Great Britain is a land of rare roast beef and rich Stilton cheese, fox hunts and elegant cars, castles and thatched cottages. It is peopled by snobby, sophisticated men who wear tweeds, raincoats and aloof looks. They drink only tea, Scotch, sherry, or gin and tonic. Such is Madison Avenue's image of Great Britain, and to many an Englishman it is "offensive and often unimpressive." So charged the London Economist last week in a critique of U.S. efforts to sell Britain and its wares. "The image that emerges." said the Economist, "is of...

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