Advertising is all around us and advertisers are trying to persuade us to buy their product, service or idea. To achieve that, they are using different commercial tactics. One of them is language. The goal of this paper is to discuss different forms of language the advertisers use in the process of creating ads. The paper will show the tricks we can use with language, and how a good slogan should look like. First part of the paper is mostly theoretical, addressing the theory of advertising, commercial language and add slogans. The second, analytical part of the paper is based on research that analyzes selected Polish and Czech television commercials. The research is based on the description of each individual commercial, its analysis of the language and the discovery of cultural and social characteristics.
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