Abstract: A tag attacher for inserting tag fasteners into articles such as clothing or the like has a very simplified fastener advancing and positioning mechanism consisting entirely of a gear, a stopper adapted to permit unidirectional gear rotation and a one-piece gear advancer. The gear advancer which is operably connected to a main actuating lever of the tag attacher is V-shaped and includes a pin at the base of the V for making a hinged connection to the main lever, a pawl extending from the pin to the gear and a resilient arm which biases the pawl against the gear. The main lever also operates a sliding lever supporting a driving rod adapted for back and forth reciprocating movement. The driving rod pushes a lateral bar of the tag fasteners through a needle of the tag attacher into the article to be tagged.