Gastronomic advertising in modern communication serves not only as a means of conveying information about a product but also as an instrument for constructing emotional images, appealing to cultural codes, and stimulating consumer behavior. The lexical design of such texts reveals consistent strategic techniques aimed at instant identifi cation of the product category, eliciting positive evaluation, and establishing trustful dialogue with the recipient. Russian- language advertisements demonstrate universal marketing motivators, culturally- historical traditions, peculiarities of word formation, and pragmatic language norms. An important feature of gastronomic advertising texts is their ability to convey national-cultural values as well as integrate verbal and nonverbal (visual) components, forming creolized texts. The analysis of genre varieties in gastronomic advertising has shown that each genre contributes to the comprehensive perception of a gastronomic product.