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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.