When Disney and other global firms produce advertising where the pictures and ad copy remain the same but only the language changes, this is an example of a transnational advertising strategy. This approach maintains a consistent global brand image while adapting the language to suit different markets, appealing to the same target market across countries but in their local languages

. Transnational advertising is characterized by using a single advertising message worldwide with minimal changes, often only language translation, to achieve cost efficiency and brand consistency. This strategy balances global integration with local responsiveness by standardizing core elements of the campaign while adapting language to local audiences

. In summary, this practice reflects a transnational marketing strategy where the core appeal to the target market is consistent globally, but the language changes to meet local linguistic needs.