This research studies the effectiveness of translated advertising material. Here, effectiveness is based on how oriented it is towards the target group, how it conveys the original message and its impact, and the value the final material has as an advertisement. The analysis takes the skopos theory to compare car brochures in English and Spanish, understanding the relationship between the image and the text, the function of the advertising language and the communicative function transmitted in its different sections. It shows that, as any other type of text, comprehension and confirmation are the first and last necessary steps to take during the translation process. It highlights that translators can also work as copywriters, ideally together, to ensure this effectiveness is met. It also stresses the need to consider the translation process as a key element in companies' internationalization strategies to ensure advertising spend is efficient and contributes towards their commercial objectives.