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In most cases, it is the visual content and design of an advertisement that makes the initial impact and causes us to take note of it. But in order to get people to identify the product, remember its name (or at least make them feel that it is familiar), and persuade them that it is worth buying, advertisements rely almost totally on the use of language. Both elements, psychological and linguistic, are essential: they combine to produce a single “brand image” of a product. It is quite understandable that very thorough and precise work is to be done before an advertisement is presented to the reader. When millions of dollars worth of business depend on the success of a single advertisement, then it is natural that the person making an advertisement should weigh thewords and the ways in which they are arranged in the text just as carefully as any poet does.As Nilsen puts it in the book Language Play. An Introduction to Linguistics “in many ways advertisers are today’s pop cultural poets” . The text of an advertisement should be understandable, memorable and persuasive. For this purpose there is a variety of linguistic means of advertising. According to traditionally distinguished levels of language they can be divide