When it comes to advertising there are certain aspects you need to consider when constructing a commercial. Firstly, every country has its own cultural aspects that are important to acknowledge in order to succeed in conducting a commercial that is appropriate for its target audience. Depending on the country there might be laws or regulations when advertising certain products which need to be followed. In addition to these factors, there are also different strategies that are applied when advertising products or services. In this thesis, the aim is to investigate how a well-known Japanese cosmetic company advertises their anti-aging skincare brand by identifying which strategies are utilised in those commercials. The commercials investigated in this study are video commercials. The strategies in question which are going to be examined in this study are emotional and informational. The method for executing this study is that the techniques are going to be identified with different cues and the amount of those will decide whether the commercial is more informative or emotional. Other point this thesis is going to cover is the usage of linguistic implicits and how they are showcased in these commercials. This paper suggests that the discourse in the commercials is more informative than emotional.