This paper aims to study the re(-)creation techniques used to adapt the humorous message. The advertisements have been divided into five categories: visual/verbal humour; visual/implicit verbal humour; verbal humour; no humour in ST (source text), humour in TT (target text); humour in ST/no humour in TT. The corpus consists of one hundred ads translated, for the most part, from English into French (in the examples, the ST will be first). Most of these ads appeared in news magazines such as Time, Newsweek, McLean’s, L’Actualité.