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The discourse analysis, linguistic or non-linguistic, verbal or non-verbal, is a complex, profound and varied study. One of the aspects of text and/or discourse analysis is the textuality and the principles/standards underlying textuality defined by R. De Beaugrande and D. Dressler (1981), later updated by J.-M. Adam (2001): cohesion, coherence, intentionality, acceptability, informativeness, situationality, intertextuality, context and cotext. Textuality is the property of a text not being reduced to a simple juxtaposition of sentences, which ensures the unity and irreducible singularity of a text. Based on the same textuality criteria, advertising discourse can also be analyzed. In this regard, we will try, in the following, to demonstrate the applicability of some of the criteria mentioned in the case of advertising.