LES JEUX DE MOTS DANS LA PUBLICITÉ
The importance of wordplays in advertising

Summary/Abstract: The scope of this research is to demonstrate the importance and the role of the wordplays in contemporary advertising. Our scope is to observe and to clarify why contemporary advertisers often appeal to these original combinations and how they influence the consumers’ decision. Furthermore, we want to note the principal categories of the wordplays used in nowadays' slogans. Our study will also be focused on the problem of translation of the wordplays and the main types of proceedings here involved. Nowadays, with the globalization the same advertisement is diffused in many countries and the role of the translator is more complex because he has to take into account many factors: such as social and cultural differences and the religion of the target audience etc. Moreover, our goal is to notice if in this case we can speak about the “fidelity” in translation, or if it is more a problem of adapting the original message in order to achieve a more persuasive effect. This research also aims to demonstrate that the translation of the advertising messages is one that offers more liberty to the translators, the effect on the consumers being the most important aspect they take into consideration.

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