The paper presents results of the study of the commercial reel imaging a clown, whose traditional culturally established semantics has been transformed in the media narrative designed in the form of a literary text. Immanent analysis method is described as a tool for revealing implicit meaning of the media narrative. The immanent analysis has revealed destructive meanings conveyed by the commercial. The results of the study of semantic evaluation of the commercial under study by high-school and university students are given. The semantics of media narrative with clown image is compared with the semantics of the «life», «death» and «love» concepts. Stylistically significant affinity of semantic evaluation of advertising narrative and the «death» concept has been revealed as well as its semantic remoteness from the «life» and «love» concepts. The author has come to a conclusion that the reel violates psychological safety.