Abstract
In recent years, a growing number of multinational corporations have shifted the locus of their advertising and marketing efforts from the values of products to socio-ethical values associated with products and production. Against this backdrop, the present study aims to show how advertisements for cosmetics addressing ethical issues are translated for a local market. For this purpose, six English advertisements imbued with ethical values concerning ‘animal protection,’ ‘environmental protection’ or ‘fair trade’ (those of The Body Shop, Lush, and Neal’s Yard Remedies) are compared with their purported Korean translations from the perspective of Descriptive Translation Studies. This comparison reveals that aspects of ethics in the English advertisements were removed and/or replaced by verbal and visual signs emphasizing the functional characteristics of the product being advertised.
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