To avoid these problems of translation, most advertising firms are now beginning to write completely new ads. In writing new ads, global advertisers must consider diferent styles of communication in different In some cultures, the meaning of an advertisement found in the exact words that are used to describe the product and to explain why it is better than the competition. This is true in such countries as the United States, Britain, and Germany. But in other cultures, such as Japan's, the message depends more on words. For this rcason, the goal of many TV commercials in Japan will be to show how gaod people feel in party or some other social situation. The commcrcial will not say that product is better than others. Instead, its goal will be to create a positive mood of feeling about the product.