A disappointed salesman of Coca Cola returns from his Middle-East assignment. A friend asked, "Why weren't you successful with the Arabs...?" The salesman explained "When I got posted to the Middle East, I was very confident that I would make a good sales pitch as Cola is virtually unknown there. But, I had a problem. I didn't know the language (Arabic). So, I planned to convey the message through three posters..." First poster: A man lying in the hot desert sand...totally exhausted and fainting. Second poster: The man drinking our Cola. Third poster: Our man is now totally refreshed. These posters were pasted all over the place. "Then that should have worked!" said the friend. "The hell it should have..." said the salesman. "Didn't realize that Arabs read from right to left!"