The intention of persuasion in advertising discourse is obvious. This article proposes an analysis of brand names, product names and slogans in a very trendy field – cosmetics and ecological, or so-called ecological products. Persuasive intentions such as positioning, making believe and making do are presented therein and used to provoke a desire and fill a need. The components will be analysed according to the research of linguists such as Charaudeau, Navarro Domínguez, Pachocińska, Prak-Derrington, and Searle. The expected results will prove that intention uses not only psychological but also linguistic manipulations in order to attract consumers.