Dynamic Identities and Beauty Products' Ads: Glocalization and Translation in Pakistan's Multilingual Context

Abstract

The study aims to examine glocalization and translation strategies in Pakistani beauty product advertisements. Linguistic and cultural adaptation by global ads to meet Pakistan’s local settings are investigated. Robertson's (1992) lens is used to see glocalization adaptations. Robertson's (1992) glocalization techniques emphasize the adaptation of global brands to local environments, focusing on selling international goods in local cultures. Nida's (1964) translation dynamic equivalency strategy is used to see the translation strategies in ads. A study by Lee, Kim and Choi (2021) demonstrates how glocalization techniques, which entail language and cultural adjustments, are beneficial for communicating with various audiences. This study examines global brand companies’ like Maybelline, Ponds, L'Oreal, and Olivia's strategies to manage glocalization-based strategies in Pakistan effectively. Qualitatively the research addresses the question of what type of glocalization strategies are adopted in the pragmatic context of Pakistan and quantitatively it addresses how advertisements significantly impact local buyers. The study employs a mixed method methodology to investigate the intricate relationship between global norms of language used in beauty products and regional identities associated with language and culture by clicking snapshots of advertisements on media and by arranging a survey question. The study hypothesizes that international beauty brands in Pakistan strive to balance international norms with local expectations to grab buyers' attention. The qualitative data explores various aspects of beauty advertising, including language selection to fit local expectations. The quantitative data explores the impact which ads leave on the minds of local buyers so that they get ready to buy those products. The study explores pragmatic factors influencing Pakistan's beauty advertising sector, revealing global beauty ideals negotiation and communication in a linguistically diverse context, aligning with glocalization strategic concepts. The study enhances understanding of localized techniques in Pakistan's beauty product promotion, offers practical advice, highlights vital discoveries, and suggests future research in this rapidly evolving field