Vitalii Kapustian is the Creative Lead of LUN, author of the Telegram channel Reklamnutyi. During the lecture, Vitalii will tell you how to watch ads if you are an advertiser and how to develop your own style. How to deconstruct the best commercials, why to look for a list of their authors, and how to apply it in your work to make your projects better. Key points of the lecture: — first of all, what advertising is; — how to learn from existing projects; — rules you need to know to watch ads; — we will learn to read the cultural context of advertising; — we will take a look at the main forms of advertising.