In the contemporary world many dangers await everyone. One of these dangers is a phenomenon of manipulation which, thanks to the development of the mass media, makes it increasingly popular. Manipulation is said to control someone or something for one's own benefit, often unfairly or dishonestly'1, in other words it is a persuasive operation, shaping attitudes or behaviors in such a way that the recipient cannot recognize those techniques. It also poses a particular problem because, through the use of certain tricks, manipulation treats us objectively and influences our thoughts, behaviors and decisions. Language is a powerful manipulative tool used mainly in advertisements, so we should be aware of some techniques used to control or alter our behavior. The ad is seen as a game between the sender and the recipient. To obtain an effective advertising message it is mandatory to represent a promise in an intriguing way, attract the customer's attention and make it easily memorable. An advertisement should be concise, natural and sensible. There are some techniques used to generate our interest. After long reflection, I decided to divide them into two sections: interaction through the verbal message, and interaction on emotions through the stimulation of feelings. The first group focuses on the verbal message produced by the advertisements, I mean things such as attractiveness, ease of recall, suggestiveness, conciseness and originality of the language used. The first thing is to use catchy phrases. Catchy phrases are usually short and allow you to easily remember the phrase said in the ad. A good slogan must be memorable because it constitutes the most significant part of the ad text, e.g.... half of the sheet ......focuses on keeping up the pace of the ad, which causes the lack of concentration on the their essential content. There is no time to consider what has been omitted or unfinished. The result of this type of situation is false clarity. In summary, there are many things left unsaid about the tongue as a tool of manipulation. The expression of advertising is created only to convince future consumers to purchase this particular product or service. It is believed among consumers that when we buy something heavily advertised, or recommended by a panel of experts, VIPs, we feel much more appreciated or may even feel richer. This is why, in order not to be manipulated, we should, as consumers, be aware of the mechanisms of manipulation and persuasion that surround us and of the language used in many advertisements. It will be easier to control our behavior during shopping and in everyday life.