The collective monograph contains the results of a detailed study of advertising discourse (general characteristics, communication strategies and tactics, basic concepts and values, development trends), as well as a multidimensional analysis of the advertising text and its components (in particular, the slogan). Much attention is paid to characterizing ways to create a language game. The methods of manipulative influence in modern advertising are considered, as well as the problems of compliance-non-compliance with the norms of speech culture in advertising practice.