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The issue of advertising translation inevitably raises that of international marketing. One of the preliminary assumptions underlying product internationalization seems to be the widespread belief in significant similarities between people from different world regions and cultures, which has led to a fairly high degree of standardization in many product features. This is the case of many cosmetic products, sold worldwide with identical advertising strategies. Despite divergent approaches to international campaigns adopted by different cultures/countries, international advertising often involves translation. Whether translation includes pictorial or textual elements, or both, it also seems to depend on cultural issues. In Portugal, international campaigns of cosmetic products seldom involve profound incursions into the advertisement layout. Except for the copy text, there are several elements that remain unscathed in Portuguese adverts: overall structure, pictures and names. The present paper will address these issues, trying to infer some of the implications that this translational option might bring to cosmetic advertising.

On the implications of non-translation in Portuguese advertising: names in cosmetic products as a case in point