Abstract
The article aims at revealing the role of architecture in programming ethically significant content in the observer’s consciousness. The concepts of intext and metatext are very helpful in this situation. The knowledge about semantization levels, different types of metalanguage that work in the programming of mind, about the role of metalogic information that is adjusting attitudes is crucial. Original criterion system and certain instruments of such evaluation analysis were created using theoretical methods: abstraction, analogy, generalization, reasoning, synthesis. Moreover, methods of phenomenology and semantic analysis were applied.