On the problem of optimizing the content and structure of advertising messages

The article focuses on the system analysis of the structure and semantics of information objects in the category of advertising messages to identify the signs of unfair advertising. The classification of techniques and methods used to mislead the target audience about the real possibilities of the advertised product is carried out. On the basis of the obtained data, a rational approach to optimization of the structure of advertising messages has been proposed. The author formulates the general recommendations for ad writers and persons who carry out their expert evaluation, aimed at achieving an optimal compromise between their natural goals.