Advertising messages are one of the fundamental components of a modern marketing world. It is clear that advertisements are found everywhere and therefore they meet with them most of the population on a daily basis, not only in mass media, but also in places such as buses, schools, faculties and others. While watching a movie, it is often interrupted by commercials, when „surfing„ online various offers and ads pop up. Our mailboxes are filles by supermarkets flyers, even while driving, we drive by commercials billboards or we hear them on the radio. Advertisement reach to us trough various media, all with one aim – to encourage us to buy the advertised product. What is needed is to point out that regardless of whether or not a certain advertisement has been well accepted or not, its influence is still immeasurable in today's world. Precisely because of this tremendous impact of advertising on today's world, advertisements are in the focus of research of numerous disciplines, they talk about sociological, psychological, cultural, anthropological and other advertising approaches. In this graduate thesis, advertisements are accessed linguistically, that is, a language analysis of male and female cosmetics advertisements, in order to observe the way in which advertisements are "made".