If a translator is aware that he/she is about to translate a text whose locution and illocution are likely to bring about in target text readers (who will be different from source text readers) some effect different from that likely (and desired) to be brought about by the source text (ST) on ST readers, what should or can he/she do? The author discusses this question by examining a corpus existing of a tourist brochure in Spanish, together with its translation in identical format into English and French.