Advertising exists in different markets for different goods. It has a great influence on the way people behave and think. Advertising translation is an important but difficult job for producers importing their products to other countries. Different procedures are used in adverting translation which might change the effect of such advertisements in the target language and culture. This study is a descriptive one which aimed to find out the kinds of procedures used by translators in translating English print advertisements for cosmetic and hygienic products into Persian. In order to analyze the procedures used, Vinay and Darbelnet’s (1958/1995) approach was adopted. The present study also made an attempt to show how such procedures could change the effect of such advertisements in the target language. The comparison of 10 English print advertisements for cosmetic and hygienic Iranian EFL Journal 321 products with their translations revealed that the main translation procedures used were literal translation and borrowing.
