This paper deals with ways of persuasion in the advertising discourse of women's magazines. Five copies of Cosmopolitan magazine and five copies of Elle magazine were chosen for the research. The main purpose was to determine the linguistic and rhetorical features of persuasion in women's magazines and to determine on which linguistic level most features appear. The linguistic features were searched for on lexical, semantic, morphological and syntactic level and rhetorical features were searched for as a seperate category. The initial assumption was that, in order to make the best possible advertisement, features on all linguistic levels will be used, but the second assumption was that most of them will appear on lexical level, considering the amount of nouns, verbs, adjectives and anglisms in advertisements which contribute to showing the products in the best light. These assumptions were confirmed after the research. After features on lexical level, most features appeared on semantic level, rhetorical features, features on morphological level and lastly on syntactic level. Also, the importance of visual rhetoric was highlighted, which adds to the language code. Lastly, characteristics of the way of addressing women in women's magazines were shown, from which contradiction and manipulation stand out.