Advertising has been described by communication theorist Marshall McLuhan as "the greatest art of the 20th century." It is a mirror of our daily lives, significantly influencing our language and behavior, and shaping our attitudes towards life. It also serves as an important source of information about other cultures, shedding light on social and cultural stereotypes, while simultaneously conveying cultural knowledge and contributing to intercultural interaction.

But what are the mechanisms hidden behind advertising? How does it manage to influence us so significantly, often without us even realizing it? In this book, advertising is examined as a multimodal text, as its message emerges from the combination of linguistic and iconic messages. Based on this perspective, the book proposes a new model for analyzing advertisements, which includes five levels and draws its tools from Cognitive Psychology, Text Linguistics, Semantics, Semiotics, and Sociolinguistics.