Home – Home – Jornals – "Philosophy of Education" 2013 number 5

The social-communicative functions of the visual text of advertisement are analyzed in the article from the point of view of the marketing and culturological approaches. The theory of communicative efficiency of advertisement, on one hand, and the interpretation of the advertisement message as creation and translation of socio-cultural meanings, on the other, give an opportunity of integrative consideration of the advertisement text phenomena. Innovative synthesis of these approaches allows distinguishing such its functions as «creation of communicative effects», «reference», «receptive», «creation of meanings», «adaptation», «creative», «relaxation» and opens the perspectives of the further scientific investigations.