ADVERTISING IN TRANSLATION: A CROSS-CULTURAL ANALYSIS OF GLOBAL BRANDING STRATEGIES AND CULTURAL RESONANCE THROUGH SKOPOS THEORY

Abstract

This research analyzes McDonald's, Dove, Cadbury, Adidas, and Head & Shoulders' advertising translation approaches which function across USA, Pakistan, and India while adopting Skopos Theory (1978) as a theoretical base for evaluation. The paper examines how linguistic together with cultural elements shape translation decisions for global branding as well as their consequences on brand identity recognition by consumers. The research explores three advertising translation methods including direct translation and localization and transcreation to demonstrate brand strategies that perform message effectiveness across different marketing goals and cultural sensitivity types. A qualitative evaluation of 15 advertisements (derived from five brands operating across three countries) took place using official campaigns and television spots and digital media. Brand consistency through direct translation prevails among markets that strong demand consistency across regions such as the USA while Pakistani markets prefer localized content to suit regional cultural preferences. Transcreation stands as the essential technique when markets need extensive cultural alignment (such as India). The research strengthens the need to preserve brand authenticity during the process of connecting with target markets. Basically the study emphasizes that advertising translation exists as a comprehensive strategic operation instead of basic linguistic movement between languages because it demands global brand unity blended with customized consumer interactions thereby making Skopos Theory essential for multinational campaign success.