Abstract
<jats:p>The research aims to conceptualize advertising design as an idea that expresses the essence and specificity of the phenomenon within the framework of the symbolic meanings of consumption. Advertising graphic design serves as a communication project aimed at the consumer – an appeal – and a method of signifying products, services, and companies within the cycle of market and sociocultural consumption. Through branding, packaging, and advertising, individuals consume goods not so much physically as symbolically. The scientific novelty of the study lies in understanding the marketing essence of the graphic design of an advertising message: as a designation of a commodity, such a message acquires an underlying ambiguity regarding the consumer, even though the semantics of the statement are partially neutralized by mass communication media. The analysis establishes that the specificity of designing the language of communication in the marketing sphere lies not merely in addressing the consumer but in cultivating symbolic seduction and psychological deficit. The dialectic of industrial and communicative advertising design involves creating a “double impression” effect on the consumer, prompting a purchase that highlights the individual’s sociocultural status.</jats:p>