Translation studies tend to be source-oriented in nature, arguing that the original embodies some sort of sort of deep structure, which contains the information necessary for its subsequent encoding in other language to which the translator remains faithful. A study of figurative language used by the translators mainly in the advertisements, tells about the status of the translation as a textual act. Many theories of translation range from “Tower of Babel” up to the metaphor about the translator as a “tightrope walker” caused by numerous difficulties, namely: the original author’s rhythm, rhyme patterns, figures of speech like: Isocolone determined by syntactical parallelism; antithesis representing the opposition among situations which cover a large sphere than the Antonyms; Litotes underlying the positive by the negative and vice-versa; Anadiplosis which involves the repetition of a word placing it at the beginning of the following sentence; Anaphora represents the repetition of a word or of a sintagma at the beginning of two or more sentences; Epiphora deals with the recurrency (repetition) of the same word or group of word at the end of some sentences and phrases, Repetition in chain as well as the difficulties connected with the ability to recognize and interpret an idiom correctly; and the difficulties involved in rendering the various aspects of meaning that an idiom or a fixed expression conveys into the target language – many of them hardly ever matches that of native speaker. The latter can be manipulated by the SL authors that lend further support to the argument that translators should only work into their language of habitual use or mother tongue. The translator encounters difficulties when an idiom or fixed expression may have a similar counterpart in the target language, but its context of use may be different and the two expressions may have different connotation; often they are not pragmatically transferable (Ex: This formula will never go to the dogs; meaning, it will never lose its good qualities. If German counterpart can be used only in the context dealing with a person and never with a place). Speaking about the accuracy and naturalness the words used in ads like hard drink which refers only to spirits in English (for example whisky, gin and brandy). An Arabic hard drink includes also other alcoholic drinks such as beer or sherry. Their meanings in both languages do not overlap totally. While translating into Arabic the translation should try to distinguish both collocations by using hard and soft alcoholic drinks if they are significant in a certain context. Nevertheless a certain amount of loss, skewing is often unavoidable. Considering the translation as a complex task, a great deal of skill, preparation, knowledge and intuitive feeling for the text is necessary while translating the idioms in ads, while finding the proper techniques for their translation as to remain faithful to the original text. There are some idioms met in the ads: not to let a deep melancholy settled down upon smb’s spirit – a nu lăsa să se ciubărească mîhnirea în inima ciuva; to wall eyes - a acoperi ochii; with the eye of an artist - cu ochii de artist (a cerceta ultimele trăsături); to give wings to smb’s feet - a da aripi; arrest his flight - a-l opri din fugă (pe consumator); like a benediction - ca o binecuvîntare; we don’t want to walk you a plank - nu dorim să săriţi în mare (cu ochii legaţi); to draw a safe breath - a putea răsufla în voie; by gone times - timpuri trecute, etc. All idioms were translated by using the first type of translation retaining figurative sense of idioms using the equivalent idioms in Romanian having the same emotive, styistic and literal characteristics. Another characteristic feature of ads are the use of adjectives, the composition of which are: 1) adjective (A)+Past Participle (PP) (a big framed man); 2) A+noun (N) (a long-distance telephone call); 3) N+PP (snow-covered peaks, moon lit); 4) Adverb+PP (far-fetched, well-monk); 5) N+A(colour blind; crystal clear); 6) A+A (evergreen); 7) Adv.+PP (hard working); 8) Verb (V)+Adv (a go-ahead man); 9) N+N (a sound-proof room); 10) Prep.+N (over-ground; underage); 11) Numeral + N(sing) (a forty-acre farm) etc.