This article is an attempt to reconstruct the semantic innovations created in opposition to the
conventional picture of the world which is expressed in advertising creations of the redefinitions of
the beauty concept. The paper includes a description of inner relations between the segmental relationships
(connotations) which happen between the lexeme beauty and other linguistic units (nominal
clauses), which evoke a specified type of associations (meanings) and show commercial ways
of evaluation of concepts which can exist by the use of various communication and linguistic
strategies. In order to describe this issue a theory of semantic fields and the selected elements of the
interpretative frames concept together with appropriate methodology were applied
