The Strategic Role of Translation in Enhancing Cross Cultural Marketing in Advertise

Abstract

The present paper aims to examine the role of translation as an effective strategy in cross cultural advertisements. It investigates how different global companies align their advertisements to the indigenous languages and cultural norms of a specific country. This strategy transcends the simple use of translation that is considered literal translation. Rather, these companies not only adapt foreign language of the advertisements to the indigenous language but also synchronize it to the cultural values, beliefs, presumptions, and requirements of the local end users. The researchers have taken the varied advertisements from four main brands related to cosmetics, beverages, food, and daily use consumer commodities. The researchers have also highlighted the fact that the strategic use of translation is significant in constructing the identity of the brand and users’ perception across the world. The research draws upon Eugene Nida’s theory of dynamic equivalence and the Skopos theory to analyze the role of translation in cross cultural communication of the advertisements. The findings of the paper reveal that the role of translations not only facilitates the multinational advertisement companies to communicate necessary information effectively but also plays pivotal role in establishing human bonding, promoting diversity and inclusiveness. Subsequently, this type of effective translation ensures the world wide success of the advertisements of their brands in diverse cultural and linguistic contexts