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The globalization of economic systems and commerce intensification lead corporations to communicate with customers of different languages and civilizations.

Inside the framework of external commercializing strategies, advertising matters a lot. It's to resolve a problem which can be summed up in the following enquiry: How could we sell a standardized good to local and dissimilar customers?

That research aims, on the one hand, at underlining some issues associated with translation of international ad campaigns, and on the other hand, at actualizing pressing doubts regarding the area and the role of the professional translator in that particular framework.

The following problems will be addressed with from the view of the consulting translation professional with a large expertness in "publicizing adaptation". As for the reference corpus of that research, it consists of 1000 "translated" advertisements from the French language into the chief international languages (Spanish, English, and Portuguese). It was accumulated over a five year time period between 2000 and 2005.

The normal framework would be that of communicating and commercializing schemes adopted by translation corporations particularly French multinationals. The argument between the maintainers of global standardization and those of local adjustment is still hot and will probably stay that mode as long as the Earth is pullulating with dissimilar languages and civilizations. However, the components of that argument could be delineated and elucidated in brief. International ad consists of applying the same scheme of communicating in all aimed countries. The reward of that approach lies principally in the economic systems of scale generated since the normalization of the campaign.

A lot of argumentations, whether theoretical or pragmatic, were provided to rationalize the internationalization of several product ad campaigns. Amongst the most often given argumentations, we name the following:

. The normalization of consumer demeanors in a lot of countries (a physical attest of the ethnic homogenization).

. The emergence of alike new classes of customers on the international point (fresh transnational marketplaces).

. The introduction of international bases and icons thanks to the telly networks and the pop (film stars and supermodels)

To that, one might add the comparatively scarce amounts of brilliant ideas in the area of communicating and therefore it's easy to realize why corporations tend, in their immense majority, to that sort of standardized scheme.

But it's also perceptible that the dangers of a forced normalization are not undistinguished. The relevancy and the affect of the local culture are still really significant in many countries around the Earth including in Western Europe. It's indeed really high-risk not to adapt communicating to some local marketplaces particularly in nations where the cultural custom is still really present.