Interaction of Universal and Ethnocultural Codes in Structure of Advertisement Communication

This work presents the systematized Russian and foreign scientific knowledge about the specific functioning of advertisement discourse in multiethnic society. The methodology of this research is based on the structural semiotic approach, functional analysis, an institutional-discourse method, an activity approach. The analysis of a big number of advertisement texts served the basis for typological classification of ethno cultural codes in the structure of media advertisement communication. The idea of this typology is heterogeneity advertisement texts, which are organized on the basis of the three semiotic systems: visual, verbal and acoustic. The understanding and realization of the idea of hybrid text modeling in the advertisement design allows one to improve its effectiveness, which results from the increase of the level of advertising information perception and the degree of its impact to the people. This demonstrates the importance of such professional qualities for advertisement specialists as the readiness and ability to work in multicultural society