The results of the research of semantics of advertising images differentiated by axiological criterion are presented. The assumption that students gave different semantic assessment of advertisements delivering traditional for the Russian culture values and the ones opposing them is verified. Sixty female students were asked to assess fourteen advertising images differentiated by experts first, from the point of their consistency with ideal notions, secondly, with due regard to realization of pragmatic function of product positioning. Thirdly, there was semantic assessment of advertisement using the Big Five personality traits scale. The data received are handled with mathematical statistics methods. Dependable differences in the semantics of advertising images differentiated according to the value property are revealed. Generally, as the results show, images delivering traditional values get more positive semantic assessment. At the same time it is revealed that images breaking standard gender attitudes get higher assessment, which can be the result of more dynamic transformation of values of this type.