The article provides some insights into issues concerning translation of advertising slogans. Application of phonetic stylistic devices and effects their usage causes are studied analyzing slogans in English, Latvian and Russian. An analysis is undertaken with an aim to consider the role of phonetic stylistic devices in operative texts, with the focus on advertising slogans, and to identify the most appropriate translation methods to be applied in the rendition of these devices in operative texts across the working languages to ensure the equivalence of the intended effect of the source and target message.