Abstract
The article discusses the main approaches to the study of advertising communication, expressed in the works of philosophical schools of the XX century. The purpose of the work is to analyze advertising communication in the discourse of neo-Marxists, structuralists and post-structuralists. The analysis of socio-philosophical criticism in relation to advertising and its impact on social reality. The similarities and differences in the approaches to the study of advertising in neo-Marxism, structuralism and post-structuralism are revealed. It is concluded that the concepts presented have certain areas of contact in matters of advertising, especially in the field of social and communicative aspects. The considered philosophical schools see in advertising a social institution, with its mechanism of influence on society, which takes part in all social relations concerning the formation of the social coordinates of a person and his values. However, the study also revealed certain differences in the approaches to the study of the language of advertising and the qualitative nature of its impact on society.
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