The article examines the role of advertising discourse as a tool for constructing the recipient’s cultural field. It identifies how the semiotic and genre-stylistic characteristics of Ukrainian advertising influence the formation of consumers’ value perceptions. The analysis of Ukrainian advertising messages demonstrates that they not only represent products and their properties but also construct the recipient’s cultural worldview, setting the framework for social values and behavioral norms. Each advertising message is integrated into broader cultural narratives, modifying the perception of social roles and ideals. A high level of genre adaptability of advertising language has been revealed: its lexical composition flexibly shifts depending on the format of the message (ranging from formally informative to conversationally ironic), which confirms the formation of a dynamic advertising field. Three cultural strategies of Ukrainian advertising discourse have been identified—the use of archaic and pseudo-folk styles, as well as gender modeling. These reflect, respectively, an appeal to national-mythological symbols, the use of elements of colloquial speech (including surzhyk), and the presence of gender stereotypes in advertising messages. It is concluded that cultural strategies in advertising discourse serve as a means of symbolic influence that simultaneously reflect and reinforce sociocultural transformations, shaping recipients’ normative perceptions and values