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Introduction. The article is devoted to the study of the specifics of myth-making in advertising. The main purpose of the research is to analyze the specifics of modern forms of mythology and their role in the formation and functioning of advertising. Theoretical analysis. The research is based on the hypothesis that the phenomenon of modern advertising can be considered as one of the specific varieties of modern mythology. Therefore, a number of theoretical concepts used in the study of modern myth-making were used to study advertising.

This article’s objective is to comprehend which place ideology takes in the liberal capitalistic society. Ideology plays the role of the social organization and social self-organization mechanism which has been historically established. The author descripts its essence, substance and social functions along with cognizing the notion of an individual freedom. Liberal capitalistic ideology is characterized with a tendency to freedom and free enterprise according to mass media.

The article analyzes by the method of semiotic the mechanisms of generation the sense into the advertisement in the contemporary post-industrial society. In today’s world the function of advertisement goes far beyond its initial aim of informing about goods and service.