The objective of this article is to identify the structure and characteristics of advertisement language and ordinary language centering on newspaper ad, headlines. Everything that has been examined until now, can be summarized as follows. First, the introduction of an ordinary conversation has the same structure as the headline of an advertisement. Equally, the middle part of the conversation has the same structure with the body of the ad, and the structure of the concluding part of a conversation matches with the ad slogan and the ad owner. Second, the beginning of a conversation and an advertisemet, differs according to their objectives. The aim of the starting part of a conversation is to call the attention of the listeners, therefore it usually begins with a light subject. On the other hand, the aim of the headline in an ad is to attract the public gaze as long as possible, therefore it usually tends to be dramatic. Third, in the beginning of a conversation there are many techniques including `request`, `providing information`, `amicable expressions`, `expression of emotions`, `ordinary greetings` etc. In the headline of an ad, `providing information` is substituted by `descriptive introducton`, `amicable expressions` by `interrogative sentences`, and `request` or `demand` by `imperative sentences`. This is because the attitude of the sender towards the receiver is expressed specifically according to system of `intentions`.