Theoretical approaches to the analysis of advertising

The paper considers basic principles and methodological foundations used for analysis of advertising. The symbolic interactsionizm, communicative analysis, behaviourism, institutional approach, structural analysis, status-role conception, system, situational, Freudian or psychological approaches have been briefly described. The author has examined the motivational pyramid of A. Maslow, "ERG-theory" of K. Alderfer, two-factor motivational-hygienic theory. The concept of the unique commercial proposal, concept of the construction of image, concept of internal dramatic nature and image approach of J. Trout have been considered in this context. The advance of the advertised object provides for determination of situational value hierarchy and possibility to change this hierarchy. Institualization of mass communication during the advertising process has been represented in conclusion.