H2: Thematic based ads (using pictures and symbols) appealing to customer’s emotions should NOT be dubbed in different languages and should not be used in different countries or states.
It is known that ads shown internationally are prone to misunderstanding. Hence we argue that messages appealing to ‘cognition’ are prone to less misunderstanding than messages that are appealing to ‘emotions’ (in an international context: with cultural differences and in multi-country/state settings).
Particularly true in Industrial marketing where messages are typically targeting ‘cognitions’.
Keywords: cognition, emotion, thematic based ads