The article analyzes the role of deictic elements in the lexical structure of the advertising text in terms of the presentation of the temporal and spatial orientations. The relevance of research is caused by its inclusion in the range of problems connected with the study of concepts in texts of different functional styles, and it is determined by the need to research the texts of advertisements from the standpoint of cognitive, communicative and pragmatic approach in relation to the increased role of advertising in the modern Russian society. The purpose of the work is to identify the deictic elements forming advertising chronotope, to determine their repertoire and to follow the organization of the space-time location advertising situation in its prospects of pragmatic impact on the consumer. Demonstrative adverbs and personal pronouns play an important role in shaping the advertising chronotope, selecting the object from the environment and attracting the attention of the interlocutor to him. Egocentric deixis, defining a reference point of time and space and forming deictic field, the center of which is the speaker, helps to promote the advantages of the advertised product in the minds of customers, so it is linked with such conceptual categories, as life and future.