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* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * 2 Strategy for Translating Advertisements 2.3 Straight translations usually fails to adjust to the cultural demands of the new market. least frequent and least preferred. 2 Strategy for Translating Advertisements 2.4 Adaptation keep visuals, change text slightly or significantly. makes necessary adjustments in terms of addressee needs and expectations, cultural norms, frames of reference. dominant strategy used by international advertisers. 2 Strategy for Translating Advertisements 2.5 Revision keep visuals, write new text. the message cannot deviate substantially from the original concept. Advertisements could be angled to different marketing objectives. Patek Philippe Who will you be in the next 24 hours? 分秒間… 誰可千變萬能 * try~ Patek Philippe You never actually own a Patek Philippe. You merely look after it for the next generation. Begin your own tradition Patek Philippe 百達翡麗腕表，原創典範，高雅不凡，不但長伴身旁，還是傳家風範。 代代相傳，由您開始 MTV try~ Guess where his (eye) Balls are? Qantas The best 5 star restaurant between here and Melbourne. Qantas The Spirit of Australia Qantas 香港與墨爾本之間 最頂級餐廳在此 try~ Olympus – Focus on Life Enjoy the moment while it’s still the moment. Camedia High-Grade Digital Camera Digital Color Printer 人生難忘片段，永留印記 愉快片段，一刻永留 Camedia 高級數碼相機及數碼彩色印相機 Olympus – Focus on Life The Digital Camera That’s As Creative As Your Vision Creative license to bring your visions to life Camedia High-Grade Digital Camera Digital Color Printer Olympus – Focus on Life Camedia 數碼相機與您創意共融匯 為您開啟創意的大門 靈感不絕、創意無窮 Camedia 高級數碼相機及數碼彩色印相機 Mitsuaki Iwago.Racing Towards The Digital Future. Mistuaki Iwago and his Olympus CAMEDIA were up at dawn on a recent trip to Vietnam. Everywhere you looked, bikes loaded with animals were racing off to the market as buffaloes plowed rice fields. “In this country, people and animals coexist in harmony. I felt as if I were stepping ba