Abstract: Advertising text is now part of everyone's life and great source for research. The influence of advertising on a customer or client requires in-depth theoretical and practical research that would give answers to the questions about efficient influence on human using linguistic means, in particular, evaluative vocabulary. The rationale of the topic is caused by the fact that there are still understudied issues left in science that relate to the role of evaluative vocabulary in advertising text. The subject of the research is the evaluative vocabulary as part of regional advertising text. The aim of the research is to select and describe evaluative vocabulary units and to define functions of evaluative vocabulary in texts under research. The research material included lexical units with evaluative components, these units have been selected by the author from regional printed advertising texts using the continuous sampling method. The scientific novelty of the research is caused by the fact that the author defines the role of linguistic means, particularly evaluative vocabulary, in advertising text. This is the topic that has never been covered by linguistic studies before. The practical importance of the research is defined by the opportunity to use the results of the research to write texts of different styles and genres.