The widespread use of advertising in the modern world makes it a topical object of research in modern linguistics. Advertising of baby food is aimed not so much at children as its direct consumers, but at adults, as people making decisions about the purchase and consumption of this or that product. Like any other advertising discourse of this kind, advertising for baby food is a mixture of rational-logical and emotional components. The latter is created by using emotive vocabulary, along with various extra linguistic means, of which affective words are an integral part. This article examines the types of affectives in baby food advertisements and their impact on the addressee of the advertising message.