Advertising with the aim of building a brand image, selling products is carried out by manyadvertisers in the digital space. One type of advertising that is quite popular because thepresentation attracts the attention and interest of the audience is food and drink advertising inonline videos. The use of language to reflect persuasive communication in advertising will beuseful if presented with the basic characteristics of advertising writing. The aim of this researchis to describe the basic characteristics of advertising design for child-friendly food andbeverage products in online videos. This type of qualitative research analyzes data inductively,starting from data as evidence rather than emphasizing a theoretical model. Determination ofthe sample in this research was purposive sampling by ensuring that the samples obtained werein accordance with the research objectives. Checking data validity utilizes source triangulationtechniques, namely by providing data from various data sources with consideration toachieving research objectives. The data source comes from advertisements for food andbeverage products in online videos obtained by observation. This research data is in the formof advertising texts for food and beverage products that utilize the characteristics of advertisinglanguage. Next, the data is classified in tabular form based on theory with supporting data.Simultaneous data analysis using the Spradley qualitative analysis model, through four majorstages, namely: domain analysis, taxonomy, components and cultural themes. The basiccharacteristics of designing advertisements for child-friendly food and beverage products inonline videos show that the most dominant is the use of short words, so they are easy tounderstand quickly. Next, in second place is advertising that is selling (persuasive); third,continuous repetition or repetition in the body of the advertisement; fourth, the use of wordsthat are easy to understand and do not raise doubts in the minds of readers or listeners; andfinally the maximum use of words and conveying the message immediately