Depending on the type of advertising in question one can maintain that the translation of advertising is rather like the translation of poetry. When one translates advertising slogans every single word carries enormous weight. In fact for many translators the interpretation of advertising slogans is more difficult, time-consuming and stressful than working with poetic literature.
The greatest burden is the fact that the translator usually finds him- or herself working for a company large enough to be able to advertise or a PR firm that represents that company. Whatever the intricacies, a great deal of money is involved and a great deal of responsibility rests on the successful translation of the advertisement.
Not only does the translator have to render the slogan from one culture into another, but also tailor the text to a particular audience whilst also considering the product that is being advertised. There is absolutely no room for error. The translator becomes a PR specialist and copywriter who is solely responsible for the success or failure of a advertising campaign.