The goal of this thesis is to show how Australian online advertising creates a simulated atmosphere of intimacy between advertiser and consumer through the use of various linguistic tools. These tools are taken from several sources, including traditional advertising, internet language and spoken English style. They comprise word choice, syntactic structures and pragmatic instruments, as outlined in the introduction. The main body of this work is concerned with providing a detailed analysis of the linguistic features involved in the creation of intimacy in web ads. This analysis is carried out with the help of a corpus of 190 Australian online ads. Lexical features that stand out with regard to bridging the gap between advertiser and consumer are pronouns and deictic terms. Direct addresses involving the pronoun you and deictic terms, such as here and now, are used to simulate unmediated, private, one-on-one conversations. In addition, country and city names are used to get the readers? attention; and special ways of capitalisation are used to make conversations seem more casual and intimate. At the sentence level, many tools are used to enhance the degree of intimacy. Sentence types such as imperatives and exclamations, are chosen over statements. Sentence fragments, typical of informal English, are chosen over complete sentences and missing or unusual punctuation, typical of internet communication, is employed. Public mass communication is seemingly turned into private, informal chat conversations between friends. Private, informal chat conversations are also simulated with the help of structural and graphical elements on the level of discourse. Through their layout and structure, advertisements disguise themselves as real-time chat or messenger conversations between addresser and addressee, or, for example, as Facebook friend requests. Many advertisements, particularly animations, combine the above mentioned tools very effectively, as shown in the thesis at hand.