The article considers the most common imagery as an integral part of modern advertising texts. Examples of the use of artistic techniques (hyperboles of metaphor and epithet) in the advertising industry are given. In the course of the study, the influence of artistic means on the consumer's consciousness was analyzed. Artistic techniques are able to make gray indistinct text a driving force. Thanks to them, advertising fascinates, provokes, encourages. Advertising is an integral part of the modern world: it connects the manufacturer and the consumer. In times of intense competition, every manufacturer wants to drag as many consumers as possible. It is this task that is at the heart of advertising: to get the recipient to pay attention, and in the long run to choose the advertised product. Manufacturers of modern advertising use all possible methods in the struggle for ratings. One of them is artistic techniques. Modern science knows more than twenty artistic techniques that are successfully used in the advertising industry to influence people's consciousness and will. Creating an advertising product that gets directly into the recipient's heart and will make him or her fulfill the plan is a real talent. In order to capture the minds of consumers, the advertising industry uses artistic means. Well-used imagery is a constant source of updating and enriching broadcast advertising. Figurative is considered such a text in which different paths are used - epithets, comparisons, metaphor, personification, metonymy, hyperbole, summer. Their good use in advertising provides emotional impact on the reader, enhances the perception of the written. Advertising is the main driving force behind commerce. Advertisers use all facets of the language to create an ad product that will encourage the recipient to take action. The most common in the advertising field are artistic techniques that express the imagery, enhance the influence and perception of the information provided.