The management of the other" which is what international advertising is all about, will be a challenge for the translator/localizer at varying levels related to the different parts of the advertising message namely: the image on one hand, and the text on the other. Within the latter ( the text of the ad), one can recognize: the brand name, the slogan or the catch line and finally the caption.
Every part of these could be a problem when transferring it from one language to another. And every one reflects a facet of the cultural issues.