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Advertisement had to be adapted according to culture during translation. There was an opposition from Cornejo of Washington Corporation who believed in standardization on grounds of avoidance in duplication and efficient use of resources. Most academicians came to the same conclusion of adaptation just that there reasons were different. They were in favor of adaptation because they considered education, language, customs and methods of living to be different.
1960’s saw an improved inclination towards standardization. Practitioners were of the view that advertisement should be followed by surveying the product or the service, quality, market intended etc...
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