Advertise in the Sociological and Structural Dimension: Ideologem, Social World, Mythology
Analyzed phenomenon and term of advertising substrate. The phenomenon is represented in structural and sociological dimension and defined as an inner world of advertising, the system of latently constructed social senses, which are decoded by social actor in the process of social communication; following structural elements are suggested: ideologem, social world and mythologem. Every term is defined sociologically. The first and the second are determined as a concept of advertising substrate, the third - as it's conductor. Structural functionalism was chosen as the methodology of advertising substrate analysis. Also conditions of advertising substrate formation there are considered, analysis of it's main components is given.