Abstract: Despite the fact that many domestic and foreign linguists write about the role of evaluative vocabulary in the text, not only in advertising one, to date, there is no common term for the complex concept, which is named "evaluative vocabulary" in our research. Given idea is formulated in one form or another in scientific works of E. M. Galkina-Fedoruk, M. N. Kozhina, E. Pesotsky, N. P. Belousova, and others. However, unfortunately, in science, there still exists insufficiently investigated problems, referring to the role of evaluative vocabulary in magazine advertising text. A description and the analysis of this phenomenon are the aims of our study. We have selected examples of texts of magazine advertising in Orenburg by random sampling as a material of the study. In the article, the following methods were used: analysis, description of the language material, as well as the method of statistical processing of the results. The scientific novelty of the study is due to determining the role of the use of evaluative vocabulary in the modern advertising magazine text at the regional level. This issue has not yet been subjected to scientific and practical consideration. The theoretical significance of the work is due to the fact that it attempts to determine the importance of language means, in particular, evaluative vocabulary, as a means of influence in the advertising regional text. The results of this study can be used in the further study of linguistic means of influence at different linguistic and speech levels, as well as practical materials and results can be used in the creation of texts of journalistic style.