реклама, рекламное сообщение, структурализм, структура, семиотика, семантика, архисема, Language. Linguistic theory. Comparative grammar, P101-410, Semantics, P325-325.5

The main principle of the structural description of the language of advertising is treating an advertisement as a single sign that denotes a certain advertising concept and consists of structural components belonging to different semiotic systems. Common semantic kernel called archiseme occurs as a result of the interaction of semantic fields and the elements comprising the structure of the advertisement. The archiseme reflects the main image concept of a product or producing company.