This textbook, intended for future specialists in the field of advertising (specialty “Advertising”, specialization “Advertising Management”), introduces students to the main symbolic and aesthetic functions of advertising, gives an idea of such important concepts of semiotics and culture in general as a sign, text, symbol, sign system. The textbook will help in organizing an advertising message and its analysis, since it offers several options for designing and interpreting advertising and explores the semiotic and aesthetic possibilities of its impact on the consciousness and subconscious of consumers. The publication will be useful not only for specialists , but also interesting to a wide range of readers interested in semiotic and advertising problems.