Effective translators aim to capture the overall message of an advertisement because a word-for-word duplication of the original rarely conveys the intended meaning and often causes misunderstandings. In designing advertisements to be used in other countries, marketers are recognizing the need to keep messages as short and simple as possible and to avoid idioms, jargon, and slang that are difficult to translate. Similarly, they avoid jokes, since humor does not translate well from one culture to another. What is considered funny in one part of the world may not be so humorous in another. The bottom line is that consumers interpret advertising in terms of their own cultures. As the global marketplace opens up, there is no room for linguistic or cultural blunders.