Burberry's recent advertising campaign which aims to connect with Chinese consumers on an emotional level has caused unexpectedly bad results， with industry specialists now warningWestern brands to learn more local knowledge to avoid cultural insensitivity． There was a blitz of criticism on Chinese social media over Burberry's "modern" Chinese Lunar New Year ad campaign． The campaign to celebrate family traditions and togetherness during the festival was unveiled on Jan 3， starring Chinese actresses and Burberry brand ambassadors Zhao Wei and Zhou Dongyu． Probably， Burberry was trying to combine the cool and detached look of a luxury brand and the idea of a family get-together． But the lead photograph featuring eight unsmiling models from four generations， appeared to lack the traditional Chinese New Year festive mood． Many netizens considered it as an indirect act of insulting China． just like what D&G had done． D&G published a post on Weibo last November which prompted a huge outcry on Chinese social media due to controversy over what many view as a racist ad campaign． "I think Western brands are aware they need to connect with Chinese culture， but lack the in-depth knowledge to do so， "said Felicia Schwartz， founder of London-based consultancy China Insight． "Being culturally relevant is about keeping one's finger on the consumer's pulse and understanding-both-traditions and 'deep culture as well as how values and society are evolving in real time， "she explained． Experts point out that a practical approach is of great importance and consumer insight should be given more weight in a global age． Nevertheless， as Oscar Wilde once said "There is only one thing in life worse than being talked about， and that is not being talked about"， some critics argue that no matter what， the campaign has provoked such a wide variety of discussion that it has become an advertising success． Schwartz disagrees with that notion． "China is not just an ultra-competitive environment for foreign brands， but Chinese brands are coming up as well she said． "in such an environment brands should attach more importance to a real understanding of the market． "She added that countless examples show that it is the global brands which made efforts to modestly localize that performed best in the Chinese context．（1）What can we know about Burberrys advertising campaign？ ____ A． The advertising campaign was a total failure．B． Burberry put more emphasis on its cool look．C． Chinese considered the campaign disrespectful．D． It was shown to the public only in Spring Festival．（2）In order to win Chinese market， foreign brands should ____ ．A． invest more money in advertising campaignB． give rise to a highly heated discussion onlineC． make continuous efforts to localize moderatelyD． invite more celebrities to promote the products（3）What does the underlined part in Paragraph 5 mean？ ____ A． The access to Chinese market is what Western brands desire．B． Western brands should understand what local consumers need．C． Western brands have no way to truly understand Chinese culture．D． The age of globalization brings a hard time to average consumer．（4）What would be the best title for the passage？ ____ A． Burberry' s Campaign StrategyB． Globalization VS． LocalizationC． Respecting Culture Helps to WinD． Chinese Themes？ The Latest Trendy style