CROSS-CULTURAL ADVERTISING AND TRANSCREATION: A THEORETICAL FRAMEWORK FOR GLOBAL BRANDING

Abstract

Transcreation, which goes beyond simple translation, involves creatively rewriting communications to maintain the emotional appeal, persuasive power, and cultural values; for these reasons, it is an effective strategy. This research aims to explore how multinational organizations use transcreation in globalizing or glocalizing branding efforts to reach a culturally diverse audience efficiently. As global corporations expand, the central issue is between a unified worldwide image and appropriateness with cultures in regional markets. Skopos Theory serves as the theoretical foundation of the study, maintaining that the primary goal of the translated text is to maintain central authority over translation choices, allowing for adjustments that are considerate of regional cultural norms. Using a qualitative methodology, the study carefully examined a large number of international advertisements, including campaigns from multinational companies like Dove, Coca-Cola, and McDonald's. This study takes a deep dive into global advertising, focusing on how vocabulary, imagery, and taglines are adapted to resonate with Pakistani cultural values and consumer expectations. A perfect example of this is McDonald's "I'm Lovin' It" commercials, which showcase how transcreation can effectively blend a global brand identity with local significance. It's often thought that this process involves more than just changing the language; it's rooted in cultural understanding. In the realm of intercultural advertising, this research contributes valuable insights to the fields of cultural studies, international marketing, and the intersection of global branding, language, and culture.