Due to the rapid development of new technologies and establishing new businesses, the advertisements used by companies are carefully planned to draw the attention of the widest audience possible. Understanding the efficiency of linguistic measures in advertisements can be a key factor of successful advertising. The article presents a linguistic analysis of the Lithuanian and English advertisements for the same products. The analyzed advertisements are divided according to the type of industry. The research investigates the linguistic, syntactic and phonetic means of expression used in the advertisements. The aim of the article is to distinguish the most frequently used linguistic means of expression in the advertising slogans and to reveal the connection between the used slogan and factors affecting consumers’ behaviour.