Owing to social and political integration and internationalization processes, there arises a need for the creation of the global culture. In the process of coining this global culture, the same objectives are attained by divergent means, one of which is a planetary promotion of products and services. However, the companies opting for transcending national boundaries, in the search for new markets, need to adapt either their goods or services, or their marketing tactics. It is vital as, in order to win and hold on to new markets, an advertising campaign ought to meet the demands of a regional market. Many a time, such adaptations of advertising campaigns is rendered through translation. The following paper cites the case of preserving text-picture interdependence in conveying an underlying message. It is illustrated through the corresponding, English-Polish advertisements. Despite culturally dependent, linguistic discrepancies, these copies constitute a pair on the basis of coherent adaptation.