The representation of the Italian culture in Nike's Campaigns: A cross-linguistic analysis

Effective advertising is essential for big companies to make an impact, but how is it possible to archive it? What makes advertisement effective in a globalised world? This research aims to investigate this field and how references to specific cultures may have an enormous impact on the target audience. The paper will begin with the examination of theoretical concepts related to advertising and culture, which are the fundamental basis of the study; it will follow a chapter dedicated to promotional translation and finally, the thesis will be supported thanks to the analysis of some Nike’s famous campaigns which specifically refer to the Italian customs and traditions.