Structural description of the language of advertising

Cover Page

Cite item


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.

About the authors

O S Novikova

«Alfa & Omega» Translation Agency

Email: <>
«Alfa & Omega» Translation Agency


Copyright (c) 2016 Theory of Language. Semiotics. Semantics

This website uses cookies

You consent to our cookies if you continue to use our website.

About Cookies