Vocabulary is the means for advertisers to express ideological opinions about people and events. words are pertinent in advertising as they convey a positive or negative affective meaning (Delin 2000:133). Affective meaning will display reader’s positive or negative evaluation of an item shown. The advertisements in this study contained words with both positive and negative connotations. The positive word are related to the qualities of the product whereas the negative words are linked to the problems which existed prior to using the products or due to not using the problem. Below are word used in the beauty product advertisements.