Abstract: The subject of this article is the image of Irkutsk in perception of its residents through the images and forms of outdoor advertising placed in various districts of the city. The author examines the forms and types of the impact of advertising upon the social and territorial identity and perceptual unity of the urban environment. Special attention is given to the social and commercial advertising, evaluation of aggressiveness and harmonization of social space through the advertising images. The author also underlines the difference in perceiving advertising messages by males and females. The study applies the method of expert survey that consisted of 46 expert interviews of the representatives of government and business involved on advertising and advertising structures, as well as polling of 1,200 residents of Irkutsk. The scientific novelty lies in carrying out the analysis of outdoor advertising of the urban space of Irkutsk, determining the nationwide trends, and demonstrating the territorial peculiarities.