Sometimes cultural perception of gender relations may influence how marketing and advertising is localized for other markets. See several examples in the article “Some international ads are perceived as sexist due to different cultural norms,” by Globalization Group vice president Adam Wooten. Examples include a TV commercial that seemed harmless in U.S. culture but chauvinistic in Japan and another commercial that did not understand typical Latin American relationships between husbands and wives.

…international marketers must consider that gender relations — particularly portrayals of women – can be viewed very differently in other cultures. Understanding local attitudes will help global advertisers to avoid giving offense and attain greater success in target markets.

This type of adaptation goes beyond translation into the realm of transcreation, .