The components of hermeneutical interpretation of advertisements (based on the German press)

The article considers the problem of interpretation of the widespread contemporary texts - the texts of advertising. The question of interpretation is viewed in terms of hermeneutic and comprises its main components, which are of interest for analysis of print advertising texts. The article also includes the examples of interpretation of advertising texts. The conclusions of interpretation of these texts are backed by the results of the survey among residents of Germany on the perception of German print advertisements.