The first thing that we notice in advertising slogan is its structure. To be more precise, it is the words that are used in slogan, the structure of sentence and the number of words in it. The aim is to identify the unit of speech, which is the most suitable for usage in slogans and to find out, which types of word classes are the most suitable for usage in advertising slogans. The object is 108 the most popular advertising slogans that were noted on various advertising festivals and competitions. The results were following:

1.                23% of all words in advertising slogans are verbs (107/469), 20% - nouns, 13% - Pronouns, 10% - articles, 10% adjectives, 8% prepositions, 6% adverbs, 5% brand names, 2% conjunctions, 2% interjections and less than 1% - numerals.

2.                45% of all verbs are dynamic (48/107) 41% - stative, 7% auxiliary, 4% phrasal, 3% modal.
3.                97% of all verbs are used in Present simple, 2% in present progressive, 1% past simple4.                84% of all nouns are in singular, 16% - plural5.                73% of all pronouns are personal, 12% indefinite, 7% relative, 7% possessive and 1% demonstrative6.                70% of all adjectives are used in positive form, 21% - in comparative and 9% in superlative one.7.                72% of all articles are definite and 12% - indefinite.