In the monograph of well-known Russian specialists in the field of advertising and communications, the profession of a copywriter is considered through the prism of a clear expression of commercial ideas in verbal form. Such work requires a developed creative imagination, the ability to filter large amounts of information, work with creolized texts in which the verbal component motivates the addressee, implementing a pragmatic function, and iconic means successfully complement the language component, forming a single semantic space. In the work of a copywriter, the text becomes an active tool for sales, the formation of public opinions and values.