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This work presents the systematized Russian and foreign scientific knowledge about the specific functioning of advertisement discourse in multiethnic society. The methodology of this research is based on the structural semiotic approach, functional analysis, an institutional-discourse method, an activity approach. The analysis of a big number of advertisement texts served the basis for typological classification of ethno cultural codes in the structure of media advertisement communication. Thedoi:10.1051/shsconf/20185001206 fatcat:wkw2zwv4e5dlnpz5u4meykshom