Similarities and Differences between the Advertising Text in Romanian and the Advertising Text in French

The present study, entirely original, covers several aspects referring to advertising texts published in Romania and France in the first decade of the 21st century: statements, intertextuality, figures (construction-related, sound-related and semantic), semantic links between advertising text sequences, lexis. The analyzed body contains more than 2000 texts published in the press from Romania and France. We can assert, based on the analysis performed, that all the means and methods available in the language are used both in the Romanian advertising text, as well as in that drafted in French in order to create an often amusing complicity with the reader and to have them glue their attention to the subject of the advert – the name and/or its main characteristics. The differences between the compared texts are small and are, in general, due to the differences between the two languages, the usage or the regulations.