1. In linguistics and discourse analysis, the ways in which different forms of language and various linguistic (and sometimes also visual and aural) techniques—are deployed within the advertising genre, within individual ads or advertising campaigns and/or more broadly in the advertising industry or in particular contexts within it. See also advertising appeals; advertising codes; advertising formats.
2. In Foucauldian cultural theory and in semiotics, a particular ‘regime of truth’—the world of advertising myths—which commentators seek to identify and deconstruct.