This research paper investigates the extent to which advertisement contributes to the process of identity re-construction. It explores ideological features in advertising slogans and their effects on consumers. The analysis focuses on lexical and syntactic choices in advertising taglines to sort out the linguistic clues that influence and shape the identity of audience. Using the theory of pragmatic to explore the type of language used in order to establish the interaction between discourse, ideologies and identity reconstruction, the study reveals that the messages in these advertisements do not only describe products, but also convey certain ideologies in order to shape or re-construct consumers’ identities. Referring to a pragmatic analysis, this work shows that the contextual use of some syntactic structures, words and visuals in advertisements re-construct some identity features of consumers.