The paper proposes viewing intralinguistic factors inherent in the source and target languages as strictly given organized systems, being effective means in recreating the original’s various stylistic peculiarities in its translated version and in attaining its stylistic equivalence.
The paper describes the most common linguistic and stylistic devices (precedent phenomena, pun, metaphor, syntactical expressive means, etc.) used in German social advertising. These devices have a great potential to make the advertising communication more expressive and effective.
