ЖИЗНЬ в рекламе (семантика и функции имени существительного в рекламе)

The article discusses extension and intension of the advertisement concept. The core idea, originality, likeability (attractiveness), target population orientation, motivation (encouragement) are viewed as the main components of the contemporary advertising. For that 1250 slogans were analyzed to reveal the frequent lexical items (with regard to parts of speech). The fact that the most frequent name is LIFE is interpreted in view of streamline of publicity manipulation and ideology of advertising.