Today the advertisment invades media. All advertising materials are first used to know something or someone, a product, a company, an artist, a politician, an event or a social cause and all are designed to attract the attention of potential customers. It is very often the image that captures the reader's attention or passing through its colors, its composition and framing, then it is the slogan, a short, striking and entertaining approach, which encourages read the rest of the ad copy. The text and the image of the advertising message contribute to the transformation of the communication process. The words have affective and emotional aspects. Any picture can have a degree of connotation. The most used parts of speech are nouns and adjectives to describe the product, the words are often used in the imperative. There are many people who criticize the advertisement. For an advertisement to be effective, it is necessary that the targeted person feels concerned, so that it recognizes the consumer portrait presented. Advertising discourse will therefore identify its problems, and therefore their needs