This paper concentrates on the exploitation of national or cultural identity in the advertising of exports. It is generally accepted in studies on advertising that the identification or a product with a specific national or cultural origin may influence the success of marketing campaigns. In order to underline the importance of the role of the translator as a mediator in these cases, the authors have analysed the results of a small-scale case study of advertisements for Spanish products in English-speaking markets, linking the findings to those of studies on the national image of Spain. In doing so, they adopt a definition of the role of the translator which clearly transcends the traditionally-accepted role of the bilingual scribe.