Decolonising translation: Car advertising discourse in the United Kingdom, Ghana, France, and Senegal

Authors

DOI:

https://doi.org/10.24197/64g4vj57

Keywords:

Advertising, intercultural communication, cultural dimensions, decolonisation of translation, marketing

Abstract

This article explores the intercultural dynamics of car advertising by analysing campaigns in the United Kingdom, Ghana, France and Senegal. Advertising is presented as both a commercial and cultural medium that is deeply tied to societal values and identities. Drawing on Hofstede’s cultural dimensions theory, this study highlights the importance of cultural awareness in the translation of advertising messages. A comparative analysis of twenty advertisements revealed how signs, symbols and implicit knowledge shape communication and consumer perception. This research underscores the complexity of cross-cultural marketing and provides insights into adapting strategies to diverse cultural contexts, ensuring both communicative effectiveness and cultural relevance.

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Published

2026-11-10

Issue

No. 28 (2026)

Section

ARTICLES

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