The localization of advertising campaigns consists of adapting the company's The product (the perfume) which is at the heart of the ad doesn't bring about joy and delight in the family butinstead it has a seductive power in attracting the
attention of men on the woman who is wearing it. Thus the scene is totally different but it perfectly fits with the prevailing social representations in the cultural contexts targeted by the product. Pragmatism establishes therefore the nature of iconographic adaptation in international advertising.