The present study examines the language of advertising in the Omani press (the Oman Daily as a Model); the numbers issued in (July 1995) and (July 2008). The outline of the study is as follows: Preface: It provides a short account of the Omani press, focusing on the Oman Daily. Introduction: It discusses journalistic advertising (its concept, types, components, characteristics, functions, and goals). Chapter One: It investigates the analysis of the morphological structures of the advertising text. (e.g., infinitives, plurals, derivatives, nouns, verbs, and relations) Chapter Two: It studies the structural level: (predicative sentences, linguistic and structural styles, and grammatical cases) Chapter Three: It looks into the semantic level: (signification, advertising and signification, semantic fields in advertising, advertising and non-Arabic vocabulary) The researcher adopted the descriptive and analytical approach, relying on statistical results, by means of which he tried to identify the nature of the structure of advertising in the research sample and the implications that it involves. Finally, the researcher concluded his study by explaining the most significant findings that he believed the study has yielded.