ABSTRACT
In the mid-19th century advertisements became regular texts in newspapers. They are construed not only verbally, but also combined with pictorial 1 semiotic means. The advert for the same product can be repeated over time, but it can also be abridged, condensed. The condensation happens with the adverts for the same product that have been repeatedly published over a long period of time in the same and/or different newspapers in a particular sociocultural environment. In this case the (basic) information about the advertised product, and even its positive evaluation, have been accepted in that environment as common knowledge and are therefore inferable. In the same way, the exposure of the structure (the text pattern discussed below) helps the addressee to recognise the text as an advert (Starc, 2007, 2010).
