Advertising tends to conform to buyers' sets of values in order to establish a common ground for communication and persuasion, thus fostering the replication of cultural habits. A number of such habits are of special interest to translators, since they are well-rooted in our consciousness and taken as universal that their culture-specific nature might be overlooked. It may be useful to undertake an in-depth and critical review of a recent corpus of advertisements in the target language/culture. A comparative analysis of several corpora from different cultural areas might provide better understanding of stereotypes and reveal their relative, culture-specific nature. This paper offers a pilot analysis of British, Italian and Russian advertisements for cleaning products and investigates the cultural stereotype of cleanliness emerging from them, highlighting culture-specific traits and commenting on their possible origin.