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SpainSpainSpain's advertising also reflects the strong but strange aspirations of that culture. Unable to shake off its hangover from once having been a colonial power, Spain seeks to retain a semblance of superiority by taking cues from the United States regarding how business should be conducted. At the same time, it insists that its own business practices are superior to those found in Latin American countries. Spanish companies like Telefonica that have tried to establish niches in Latin America have found the going rough, largely due to inadequate intercultural management skills. Spain is one of the least developed countries in Europe. It is one of the last countries in the first world to start using advertising. Advertising executives generally have to manage on small budgets. Spanish advertisements are quite simple. The author of this book, having lived in both Spain and Argentina, opines that Spanish advertisements are inferior to those emanating from Argentina. Spanish advertisements revolve around putting a product on display and sometimes demonstrating how it is used. The manner of presentation can be striking. 713
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