The article is devoted to the definition of the concept of translation and the study of creativity at the present time of the evolution of the language in the written text, namely the publicistic one, which has a major impact on the modern receiver. Whereas publicist texts tend to be as original and creative as possible, the translator's mission is to preserve the authenticity of the translated text. Another important thing for the translator is to convey the message of the translated text as close as possible to the original text. Cultural terminology represents a challenge in translation because the authenticity and depth of the translated term must be preserved.