WHEN ADVERTISING CROSSES BORDERS: TRANSNATIONAL ADAPTATION IN ENGLISH AND FRENCH COSMETICS ADVERTISING
WHEN ADVERTISING CROSSES BORDERS: TRANSNATIONAL ADAPTATION IN ENGLISH AND FRENCH COSMETICS ADVERTISING

Summary/Abstract: This paper aims to examine the discourse of women’s cosmetics advertising through a contrastive analysis of English and French advertisements. The study focuses on strictly equivalent ads, seeking to identify not only the similarities in both editions, but above all the discursive and visual differences that distinguish them. My analysis foregrounds textual, visual, stylistic, and argumentative variations in advertising, with a particular focus on how certain elements of discourse are absent, omitted, or substituted in either version. Drawing on a series of case studies, this study demonstrates how brands adjust their discourse to target audiences, linguistic and cultural contexts, as well as regulatory frameworks, using distinct stylistic and visual elements. The differences identified within this study illustrate the diverse strategies of adaptation at play in transnational advertising.

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