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

Authors

• Afshin Soori, Larestan Branch, Islamic Azad University, Larestan, IranFollow
• Laleh Khojasteh, Shiraz University of Medical Sciences, Shiraz, IranFollow
• Sanaz Mojarrad, Shiraz University of Medical Sciences, Shiraz, IranFollow
• Sedigheh Shakib Kotamjani, Central Asian University, Tashkent, UzbekistanFollow

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.

Keywords

translation quality, cosmetic catalogues, hybrid texts, health communication, translation challenges, English-Persian translation

Author Bio(s)

Afshin Soori is an Assistant Professor in the Department of English Language and Literature at the Larestan Branch of Islamic Azad University, Iran. His research interests include applied linguistics, translation studies, and English for specific purposes (ESP). He has published widely on language pedagogy and cross-cultural communication. ORCID: https://orcid.org/0000-0003-3050-216x. Email: afshin_soori@yahoo.com

Laleh Khojasteh (Corresponding Author) is a faculty member in the Department of English Language at the School of Paramedical Sciences, Shiraz University of Medical Sciences, Iran. Her academic focus includes medical translation, health communication, and ESP for medical students. She has authored numerous articles on interdisciplinary approaches to language education. ORCID: https://orcid.org/0000-0002-6393-2759. Email: khojastehlaleh@yahoo.com

Sanaz Mojarrad is affiliated with the Department of Persian Language and Literature at Shiraz University of Medical Sciences, Iran. Her research explores Persian stylistics, cultural translation, and the interface of language and identity in health-related texts.

Sedigheh Shakib Kotamjani is a faculty member at the Department of English Language Teaching and Educational Management, Central Asian University, Tashkent, Uzbekistan. Her research interests span educational policy, translator training, and language curriculum development. ORCID: https://orcid.org/0000-0001-6249-0293. Email: s.shakib@centralasian.uz

Publication Date

8-2-2026

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 International License.

Recommended APA Citation

Soori, A., Khojasteh, L., Mojarrad, S., & Kotamjani, S. S. (2026). Translating English‑language Cosmetic catalogues into Persian: A thematic and content analysis of health information and product marketing across cultural contexts. The Qualitative Report, 31(7), 6264-6286.

ORCID ID

0000-0002-6393-2759