Under the influence of French structuralism and poststructuralism the studies concerning mythological nature of advertising discourse have taken place in contemporary Russian literature. Despite the fact that the «French Experience» is explicitly declared as the theoretical and methodological bases of research, the rationalistic tradition (still alive in domestic epistemology) forces to justify the interpretation of advertising as a myth in a new special way. It is done by comparing this modern phenomenon with the number of properties that belong to archaic mythology. At the same time the mentioned features of the classical myth (such as repetitive and peculiar reproduction, its creative nature, metaphysical origin, association with a ritual, imperative manner, constancy of images and usage of the renovation concept) are not its exclusive characteristics. That is why drawing analogy becomes logically incorrect and substantively poor. The main methodological idea of this article is as follows: reference model (A) using to attribute the object B as A must be built on the basis of specific features or at least represent a specific composition of properties that distinguish it from other models. Otherwise, «anything goes», and besides in a very anarchic manifestations.