The identity of a community is first of all expressed in its language used in different situations of communication. The advertising discourse is very generous in offering identity references because it uses many strategies so as to seduce people into believing the truth of the words they express. It is important to make a clear distinction between these strategies, taking into consideration that there are used “functional languages”, as Eugeniu Coşeriu stated. We discuss the importance of some rhetorical strategies like: metaphor, antithesis, tautology, hyperbole, and we also give some examples of the “repeated discourse” selected from Romanian advertising. Our demonstration proves that, even if the pattern is usually the same, the distinctive element, in advertising discourse, is conferred by the enunciation context.