the communication with a reader takes place mostly on the visual level many pages are wholly covered with advertisements. Moreover, articles are usually accompanied with large pictures that sometimes may take even a few pages. This is why most of the selected advertisements can be called"filler ads' or visual ads. The only informative ads' (with a large textual element including detailed information about the product) I found are the ones concerning hair and facial beauty products: a good example of an'informative' ad is an advertisement of a hair dye with an accurate description of how to apply the product and what advantage it gives to the user(shiny and healthy hair etc.): another good example can be an ad for an anti-ageing face cream, where one gets information about the approximate time after which wrinkles should disappear. sometimes even in percentage. Such advertisements possess a high level of informativity because the products they advertise are used not only for special occasions' or to look glamorous but in order to keep ones skin. hair etc. in good and healthy condition every day; in order to do that one needs more detailed information about the effects of a product the type of skin or hair it is appropriate for. the way of application and its fiequency etc