The aim of this article is to present a model of journalistic or advertising writing analysis, taking into account four linguistic areas: syntax, semantics, orthography and morphology, within an ethical perspective. The foundation is based on what I call the "ethics of the word", which does not apply exclusively to journalism or linguistics; it is transversal. Journalists ought to pay special attention to language so that in the pretense of information they do not fall into the vice of misinformation. Through (...) critical hermeneutics, the linguistic analysis methodology is taken to clothe it with an ethical orientation, either because of the pursuit of excellence in the work instrument by journalists, because of their responsibility with the language or with the creation of public opinion. (shrink)