EN
The article presents analysis of selected persuasive lexical units taken from the advertising texts from the early 20th century. The items analysed include the types of words common in old-style advertisements that rarely appear in contemporary texts. Words no longer popular include proper names (in particular names of company owners and founders) and adjectives which evaluate products or services. Among the most popular are: pierwszorzędny, przedni, wzorowy, wzorcowy, wyborowy, znakomity i specjalny. It is noticed that evaluative lexis includes participles (active and passive), whose high frequency was a characteristic feature not only of the advertisements, but generally of the early 20th century syntax.