The relevance of this article is determined by necessity of consideration of the metalanguage, which is considered a language that expresses the hidden meaning of advertising through natural language, from the point of view of linguistic analysis in the synergy aspect as a main tool used by the metalanguage in the process of representation created in the framework of this direction terminology. The article creates a lexical reservoir used on the respective orientation, which detects the connection with the language phenomena and the facts in our case in advertising. Formed the language of "second order", which is the object of the natural language in all its manifestations. The new synergetic way of thinking in the metalanguage of advertising is nonlinear, and evolutionary. This is the current stage of development of linguistics as an attempt of system description metalanguage of advertising and its effects on customers are different segments of the population, that is, a synergistic perception of the content of advertising texts in English and their components.