It’s not really clear what exactly you mean. If the matter concerns the specificity of ad’s language, there are various theoretical positions on it. The final goal of an advertising message is to make people buy a product. And basically, there are two ways: direct and indirect ones. In the first case, the information about the product is clear and objective. We get familiarized with facts about the product. Indirect ads appeals rather to your emotions and desires. The language here is not that ‘selling’. It just creates the context in which a customer meets (and needs) the product you are promoting. For more, you can read, for instance, a paper like this.