PRZYMIOTNIKI WARTOŚCIUJĄCE W REKLAMIE (NA MATERIALE ROSYJSKIEJ PRASY KOBIECEJ)

The author of the paper deals with evaluative adjectives used on press advertising. The researched lexemes were excerpted from Russian women’s magazines, published in 2010–2013. The main purpose of this article was to classify selected lexicon by few criteria, such as, semantic meaning, frequency of their usage and morphological and syntactical methods of valuation. Research has shown that verbal valuation in advertising, which is a result of language manipulation, guaranties commercial success for communicant.