CROSS-CULTURAL PERSUASION IN TRANSLATED ADVERTISEMENTS

Abstract

In the era of globalization, advertising has become an essential tool for multinational companies seeking to reach diverse audiences across linguistic and cultural boundaries. Translating advertisements, however, is not a simple linguistic process; it is a complex act of cross-cultural persuasion. This article explores how persuasive strategies in advertisements are adapted, transformed, or restructured in translation to align with the cultural norms, values, and expectations of target audiences. Drawing on theories of cross-cultural communication, translation studies, and advertising discourse, the study examines key challenges in translating persuasive messages, including cultural values, symbolism, humor, emotional appeal, and rhetorical strategies.