Translating English‑Language Cosmetic Catalogues into Persian: A Thematic and Content Analysis of Health Information and Product Marketing Across Cultural Contexts

Abstract

The translation of English-to-Persian cosmetic catalogues presents unique challenges due to their hybrid nature, combining health communication with marketing language. These challenges, including linguistic inaccuracies, cultural misalignment, and functional inadequacies, can compromise consumer safety and trust. This study investigates the root causes of these issues and proposes strategies to enhance translation practices. A qualitative design was employed, analyzing 100 English-to-Persian cosmetic catalogue translations and incorporating feedback from 10 experts in TESL, translation studies, and health communication. The analysis revealed recurring issues such as misinterpretations of technical terms, omissions of safety warnings, and inconsistent terminology use. These issues were primarily attributed to gaps in specialized training, limited interdisciplinary input, and the lack of standardized glossaries. Experts emphasized the need for targeted educational programs, collaborative approaches, and bilingual glossaries to address these deficiencies. The study proposes integrating scenario-based learning into translator education, fostering interdisciplinary workshops, developing comprehensive glossaries, and introducing AI tools to optimize translation processes. These strategies aim to improve translation accuracy, ensuring that cosmetic catalogues effectively meet both health communication and marketing objectives, ultimately enhancing consumer safety and trust in the Persian context.