I think this behavior in org-mode is correct.
For instance, suppose we have the heading below
,----
| * Some heading
|   - \textbf{lalala}
|   - {\textbf lelele}
|   - \alert{lilili}
`----

In the first item org will recognize this is a Latex command and the
brackets will be passed to Latex without any escaping. However, in the
second item there is nothing before the first bracket and org will
correctly escape the bracket. Therefore only the first letter in "lelele"
will be in bold. That is, org recognizes Latex syntax and not the old TeX
syntax in the second item. Any command recognized in Beamer will work as
the alert command in the third item.

Summarizing, define your macros as Latex macros instead of TeX ones and
they should work. That is, something like \J{XXX}.

 - Darlan

At Thu, 25 Mar 2010 12:50:23 +0900,
Christian Wittern <cwitt...@gmail.com> wrote:
> 
> Dear Darlan,
> 
> Thanks for your detailed explanation.  I now got it working and am
> really happy with it.
> 
> Now there is one remaining problem with my presentation (which is
> different, which is why I changed the header line):  I do have some
> words on some heading line that are in a different language and need
> to be set in a different font.  To achieve that, I have customized the
> beamer section in org-export-latex-classes to set up a new font etc,
> this can now be switched on with {\J XX } to put XX into the desired
> Japanese Font.   However, when I do this, I get the {} brackets
> escaped so they appear in the output (I do get the right font).  So I
> wonder how I can pass this literal LaTeX through in the export.
> 
> I looked at the manual, where it talks about literal LaTeX,  but the
> use cases there seem to work only on lines by themselves, not in the
> middle of a header line.  But since this is org-mode, I am sure there
> must be a (obvious) solution which I am just failing to see....
> 
> As always, any help appreciated
> 
> Christian
> 
> 
> -- 
> Christian Wittern, Kyoto


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