The article is devoted to the role of non-verbal components (video, photo images, audio, graphic signs, etc.) in the semantic structure of polycode advertising publications. The empirical material included advertising messages retrieved from the social network Instagram. The role of nonverbal elements as the leading attractive component of the publication is defined. The practice of verbal and visual duplication of elements of the text semantic structure is revealed. The multi-functionality of visual elements as a component of the media text semantic structure is described. The role of visual, audial and graphic components in the logical framework of the message is fixed. The analysis of the survey of respondents allowed us to determine the general specifics of the perception of a polycode publication, as well as the problem areas of building an advertising media text in the Instagram social network.