At the outset, the present paper deals with the historical and theoretical basis of advertising, focusing on its verbal and visual components, its impact, strategies and psychological aspects. As the conveyor of the message, however, it is the language of advertising rich in rhetorical devices and Anglicisms that is to be considered the central part of this paper and therefore also the starting point of the empirical section. For the analysis to be carried out it is assumed that there are differences in terms of language and content between German, English and Italian advertisements that can be attributed to socio-cultural conventions. The results of the content analysis of eight advertisements and eight advertising spots within the area of cosmetics show that the work of translators is mostly reduced to the target-group-specific translation of the advertising text while visual elements are often not subject to change. This may be due to a dominant standardized approach for products that are launched internationally, obviating the need for localization. The occurrence of Anglicisms is mainly limited to standardized product names and does not correspond to the assumption that German advertisements include more Anglicisms than Italian ones do. The analysis identified differences in terms of syntax, lexis and the form of address: The Italian target group is addressed in the second person singular, the German audience, however, in the polite third person singular. The English advertising texts are written in a verbal style including especially standardized vocabulary, while the German and Italian texts are usually written in a nominal style using creative neologisms. It is, summarizing, these target-language-specific modifications that translators of advertising material have to take into account when translating for the examined European countries.