The language of luxury

Virtually every population in the world has at least one thing in common: multinational companies are vying for their attention. From General Mills in India to Godiva Chocolate in Paraguay, advertising is one of the most significant expenditures companies make the world over. University of Minnesota researcher Rohini Ahluwalia asks... "to get the most bang for their buck, how should these corporations talk to consumers - in English, their native language, or both?"

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