Design in advertising discourse: dominants of cultural studies

From the theoretical perspective the article considers the concepts of design and advertising discourse relevant in the modern humanities system. The theory of design and the concept of advertising discourse are discussed in the context of the advertising communication sphere and design technologies. The author defines the concepts of "design" and "advertising discourse." It is concluded that application of the design theory and adoption of the advertising discourse concepts help to understand the mechanism of cultural meanings transfer by means of figurative and graphic tools of design.