The world today is characterized by an ever growing number of contacts resulting in communication between people with different linguistic and cultural backgrounds. This communication takes place because of contacts within the areas of business, military cooperation, science, education, mass media, entertainment, tourism but also because of immigration brought about by labor shortage or political conflicts. From the earlier times commercial interaction was one of the foremost features of ancient civilizations. Commerce of different goods by the traders created new paths of cultural interactions among different lands. Nevertheless, in the 21st c. even the most famous business companies, e. g. General Motors, IKEA, Electrolux, etc. fail to introduce some of their products due to mistakes of inaccurate cross-cultural translation, i. e. advertising gaffes. Thus, translation is a tool for communication between diverse cultures and people of different backgrounds. This tool enables people to send and to receive information and to achieve successful communication. Besides the differences in languages there are also differences in cultures and people representing those differing cultures. The paper first gives a short overview of the concept of culture-specific items and of the techniques that are applied when translating them. Different theorists argue that cultural behavior is one of the most important aspects in translation of commercials. People from different cultures do things in different ways. Thus, I argue that it is important to increase our awareness of and sensitivity to culturally different modes of behavior. We need to recognize different cultural patterns at work in the behavior of people. It is also useful to be aware of how our own cultural background influences our behavior. Purpose of this study: to discuss and describe different translation techniques applied in the translations of different cross-cultural advertisements and to demonstrate that semiotics form the basis upon which the translation of persuasive advertisements should be built. Method of this study: discursive semiotic approach. Findings and results: For the purpose of translating persuasive advertisements, the various signs, their meaning and significance as well as their intertextual relationships (text and context) have to be examined in order to establish their significance and their role when translated into another language and culture. It is important to transmit the message adequately, or it may lead to loss of business. The conclusion is drawn that miscalculating the pertinence of cross-cultural communications can be counterproductive at best, or abysmal at worst. Cultural differences with regard to eye contact, appropriateness of a smile, and protocol for addressing foreign counterparts are all qualities that dramatically impact all angles of negotiation and interpersonal communication. (C) 2013 The Authors. Published by Elsevier Ltd.
