The creation of high-quality advertising text based on the motives and needs of the target audience guarantees an effective and attractive product presentation on the market. Thus, the function potential identification of advertisement lexical structure in different subject areas is crucial. As a result, it can help to establish the linguistic means repertoire that ensures an attractive and high-quality advertising text. The object of this research is advertising discourse in the virtual space. The subject of the research is the specificity of the aesthetic function of an advertising text. Scripts for the Russian-language advertising video content of the YouTube platform, selected by the method of continuous sampling, were used as factual material. The total volume of texts is 101 items. The research determined a typology of subject areas in an advertising text with an aesthetic function. The authors identified the repertoire of lexical means that foreground the aesthetic function in the Internet discourse advertising. The study estimated the relative frequency indicator of the allocated language means implementation in advertising texts. The scientific work revealed the pragmatic functions of the language means in online advertising. The key meanings that contribute to the aesthetic function transfer in advertising texts are ‘pleasure’, ‘wealth’, ‘power’, ‘external beauty’, ‘attractiveness’, ‘individuality’, ‘success’, ‘perfection’, ‘health’, ‘youth’ and ‘fashion’. It has been established that the meaning ‘pleasure’ is dominant.