One day I met a friend of mine. He was a Marketing Manager in a Cola company, posted in the
Middle East. Seeing him back home, I got surprised and asked, " Weren't you supposed to be
in Arabia ?"

He gave his account thus.

"I got posted in the Middle East. I was very confident that I will makes a good sales pitch
as Cola is virtually unknown there. But, I had a problem I didn't know to speak Arabic. So,
I planned to convey the message through pictures. I made 3 posters:
First, A man crawling through the hot desert sand.. totally exhausted and panting.
Second, The man is drinking our Cola.
Third, Our man is now totally refreshed."

" Thats a very good ad", said I," what can be a problem with it ?"

He replied," Well, I didn't know Arabic, neither did I realize...
that Arabs read from right to left"