O'Reilly logo

Culture Crossing by Michael Landers

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

THREE

Say What?

Explore the nuances of verbal and written expression

In the early ’90s the California Milk Processor Board struck gold with their now classic “Got milk?” campaign. The campaign brilliantly captured the hearts of millions of people in the United States by making so many of us suddenly crave a glass of cool, creamy milk to wash down our cookies or loosen the peanut butter from the roof of our mouth.

The success of this ad prompted the Milk Board to expand the campaign to Latino consumers living in California. They did what most people with a basic grasp of Spanish language would do: they translated it as “¿Tienes leche?” Shortly after launching the Spanish language campaign, however, they discovered that “¿Tienes leche?” actually ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required