Discursive strategies for theming the communicative space of advertising message

The paper reports on application of epochs’ cultural codes as discursive strategies for theming the communicative space of advertising message and rheming goods (services) provided against the background. National-cultural signs in multimodel advertising discourse are subject to semiotic coding rules and are part of the metadiscursive mechanism enabling to create a persuasive text within an information shell.

advertising message, national-cultural signs, precedent texts, paremia, stereotypes, persuasiveness