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Word Count: 440
This reading of The Wall Street Journal article VW Rethinks Its High-Testosterone Ads Volkswagen responds to the request of Miami customers Cuban-dominated Miami customers In English Turbo-Balls might not sound so offensive but in the Spanish-speaking community it will always have a vulgar connotation Jordan Volkswagen removed billboards in New York Los Angeles and Miami after receiving complaints that a word used in an advertisement was offensive to Hispanics The ad for the new GTI 2006 had a photo of the sports car accompanied by the words Turbo-Cojones Cojones which means testicles in Spanish has become a casually used term for boldness or guts in English but has never lost its more vulgar connotations in its native language A billboard in the Miami neighborhood of Little Havana generated complaints and the company decided to remove it Volkswagen AG has received no complaints for its billboards in New York and Los Angeles but decided to pull them anyway People who are reading it in a Spanish neighborhood it will have a different effect for them because they realize the real connotation For us Latinos its a bad word Its offensive said Hector Calderon maintenance supervisor of a fitness center in Los Angeles But he concedes A billboard like that sure attracts attention Jordan The original billboard was not intended to offend anyone Instead it was an attempt to convey that the GTI is a high-performance sports car It is admirable that Volkswagen took into consideration the cultural differences and complied with request to remove the ad The billboards will be replaced with two ads with one saying Here today gone tamale and the other Kick a little gracias Marketing is a key factor in business which outlines the concepts of societys needs wants and demands It is through the exchanging of products and value with others that laws are needed to regulate the market place However certain situations are not provided for in law As
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