This book aims at providing more insight into the problem of translation in advertising. The author states that advertising is per se translation. In the first chapter, he discusses the theoretical approach, focusing on pragmatics and interculturality. In the second chapter, he looks into the general aspects of advertising. The process of communication and advertising translation is the focus of the third chapter. The following chapters discuss, among other issues, advertising and society, advertising language, and the multilingual advertising vocabulary.