Advertising: That Local Touch

"Certainly not," begin the Wrigley ads in Britain's quality newspapers and magazines, agreeing that in court or railway carriage no proper Englishmen should ever think of chewing gum. But the ads go on to reassure gum-shy Britons that at other times, in other places, gum is not only acceptable but "a definite aid to oral hygiene." Far more subdued than Wrigley messages for masticating Americans, the "Certainly not" ads have stepped up sales. They also exemplify a trend toward tailor-made world advertising that is summed up by McCann-Erickson's Brazil Manager Sergio...

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