One of the advertising strategies is the use of names of their own. The name is given to products or to the characters of commercials. The name Basia is especially operated in Polish commercials. This article assumes that the popularity of this name is conducted beyond its semantic, denotative meaning and is result of emotive associations. The sound symbolism, the infant/child-directed speech and connotative meaning were used to analysis the Basia’s “commercial potency”. It was established, that every of these phenomena was assigned to another level of lingual organization - from phonological to pragmatic - and has a specific impact into evoking the positive associations to neutral objects, which are signed by lingual symbol, which initiates pleasant feelings.