This article deals with the translation of advertising discourse from a descriptive translation perspective and from a discursive approach. Based on a comparative corpus composed by beauty products advertisements and their translations into Spanish, produced in Mexico and Spain, the author intends to show how patterns of occidental beauty are imposed, an imposition effectuated not only by means of argumentative strategies deployed in both languages so the product advertised sells, but also by an strategic penetration of French and English (sources of the advertisement) into the target language and culture.